Craig Jacobs, South African Fashion Designer

Craig Jacobs is one of Johannesburg’s most talked about fashion designers. With his eco-luxury brand Fundudzi, Craig celebrates and reinterprets traditional South African designs with a modern touch, earning himself accolades in the world’s fashion capitals. Forged by his experiences growing up in South Africa during apartheid, Craig developed a conscientious production model for his line, implementing fair labour practices; using only organic and recycled materials; and with low-to-no carbon emissions. He constantly questions the system in order to innovate and create a legacy.

Craig Jacobs, who grew up in 1980s Cape Town, is one of South Africa’s most talked about fashion designers today. With Fundudzi, Africa’s premier eco-luxury brand, Craig celebrates and reinterprets traditional South African designs with an innovative, avant-garde touch. His distinctive, audacious collections have earned him recognition in the world’s fashion capitals, from Paris to Milan to London.

Craig has always been a communicator. Forged by his experiences growing up in South Africa under the harsh realities of apartheid, he pursued a career in journalism before deciding to take a conscientious approach towards fashion design. Thinking that the fashion industry was fickle, Craig had never quite wanted to be a designer, but he realised that he could make meaning and change through clothing. He learned that he could use fashion to tell authentic and impactful stories. Today, he is proud to be able to share how Fundudzi’s clothing is made and by whom.

Through his work as creator and founder of Fundudzi, Craig makes “ethical fashion for modern warriors.” He developed and continues to implement an ethical production model for his line, with fair labour practices; organic and recycled materials; and low-to-no carbon emissions. When he can, Craig collaborates with local cooperatives in Johannesburg to fulfil the label’s production needs. By purchasing one of his pieces, you have a direct impact on the people who have worked with diligence, passion and pride to create an original garment.

For Craig, creating a legacy means looking back at the past, at the vibrant culture and traditions of Africa, and celebrating them in a way that is modern and new. 

Craig’s audacity emboldens him to constantly question the system, to ask, “Why not?” and to innovate.