Good Good Good’s AW25 Sprouts collection sees the Cape Town brand developing in various aspects of its identity, sourcing African materials from outside its home-country’s borders and making full use of its in-house manufacturing capabilities. This collection builds on the foundations of the SS25 Roots collection, in which Good Good Good’s founder and creative director Daniel Sher revisited and strengthened the brand’s core offering. For AW25, Sprouts introduces a handful of new silhouettes to the brand’s core collection, alongside more unique garments made from textiles originating from across the African continent.
For the first time, the brand explored materials from greater Africa, having previously worked exclusively with textile mills and designers within the brand’s native country. While the collection still features textiles sourced from prominent South African homeware textile mill Mungo, the other standout garments in the collection are cut from cloth made in Uganda and Côte d’Ivoire. Using a material created by Mekeka Designs, a textile house based in Uganda, the Cropped Collared Jacket and Balloon Trousers in Lubugo Obutono Cloth feature strips of barkcloth, sourced from the Matuba tree. Barkcloth is a renewable material, harvested from these trees annually for up to 80 years with no impact on their lifespan. The Ivorian Baule cloth used to make up the Collector’s Jacket and Crescent Trousers was sourced from various African traders on Long Street, a rich cultural hub of Cape Town’s city centre. Primarily, the team dealt with a trader named Manan, who Daniel met through taking his two sons to participate in a weekly drum circle hosted at Manan’s Long Street shop. Building on the foundations of Roots, these textiles are cut into the brand’s strengthened contemporary ready-to-wear silhouettes, recontextualising them and giving them new life for the AW25 Sprouts Collection.
All imagery courtesy of Good Good Good
Sprouts is also the brand’s first collection to be shown at an international fashion event since Milan Spring/Summer Fashion Week in 2021. Since then, Good Good Good has focused on its relationship with its community through its Cape Town-based flagship store Duck Duck Goose and honed in on the capabilities of its 30-year-old heritage cut, make and trim (CMT) manufacturing facility, Together MFG, which has completed jobs for both local and international clients, most notably Thebe Magugu and Christian Dior. The T-shirt is Good Good Good’s core product, having settled on 5 different silhouettes in 10 sizes in its core offering after more than a decade’s worth of development. Since its beginning, the brand has used the graphic T-shirt as a vehicle for collaboration, often with prominent South African illustrators, artists and fellow independent businesses. Included in the Sprouts collection is Good Good Good’s Heritage Day T-Shirt Capsule, consisting of 3 graphic tees depicting what it means to be South African according to illustrators Amy-Lee Tak, Russel Abrahams (AKA Yay Abe) and Shaun Hill. These stand alongside more subtly branded T-shirts in various colourways, made in 3 of the brand’s core silhouettes.
Through the creative experimentation that an in-house CMT factory affords the brand, Good Good Good also introduces an innovative initiative to curb fabric waste in the Sprouts Collection. The Strip-Stripe T-Shirt is an example of the sustainable method that the brand has developed to use the cotton single-jersey offcuts and deadstock T-shirts left over from Together MFG’s regular production runs. Through rigorous sampling to produce an enduring patchwork garment using waste material, the Strip-Stripe T-Shirt represents a new step in the brand’s continuous and innovative effort to produce the best possible T-shirt. With meticulous attention to detail, offcuts are selected by hand and cut down to strips. The strips are sewn together individually to create a large enough piece of fabric from which to cut the panels of the tee, and finally, the T-shirts are cut, made and trimmed in the shape of the brand’s Heavy T-Shirt silhouette. Other Strip-Stripe garments in the collection include the Strip-Stripe Hoodie and Strip-Stripe Balloon Trousers, which are made from offcuts of fleece. Each of these garments is completely unique, due to their handmade nature and depending on what excess material is available. This process would not be feasible if the brand didn’t have its own manufacturing facility at its disposal.
About the editorial shoot in Paris, the Good Good Good team shared, “While we were in Paris in January 2025 to showcase the Sprouts Collection, we thought it would be remiss not to take the opportunity to shoot with the collection out there. We had brought the clothes with us all the way from Cape Town, so we wanted to make the most of the effort we already put in. We also found ourselves in a very photogenic city with some of the most photogenic people on the planet, and we had access to talented photographers who were all in Paris for fashion week. We started speaking to Elie Benistant, who grew up in Cape Town but lives in Paris, and whose work we had been admiring for some time, to shoot the editorial.
We’ve always gravitated to working with South Africans, since we’re often already familiar with each other’s work, which lays a solid foundation for a comfortable working relationship. Elie also knows Paris very well, so we felt like we were in safe hands. He drew on his network to organise the crew for the shoot, while we got in touch with stylist Chloe Andrea Welgemoed, who we had worked with on the collection’s lookbook, to style the looks in new and even more creative ways than the lookbook allowed us to.
Shooting in Paris also felt important for the collection because it was the first time that Good Good Good had participated in an international fashion event since Milan Fashion Week in 2021, which happened online due to COVID. The Sprouts collection dealt thematically with a new phase of growth for our brand especially in relation to sourcing fabric from outside of South Africa for the first time, and we thought that shooting in Paris also spoke to that growth for Good Good Good, which was making a return to the international fashion stage again. The brand is getting back into the rhythm of producing new collections every season, and we’ll be going back to Paris later this month to showcase our latest work.”
Good Good Good’s roots and ambitions lie in high manufacturing standards and the discovery and recontextualisation of interesting and innovative African textiles which uplift the continent’s fashion economy. Coming into its 9th year of existence since Good Good Good’s establishment in 2016, the AW25 Sprouts collection sees the brand enter a new phase of growth, both internally through its manufacturing proficiency and externally through its explorative sourcing philosophy and global community-building aims.
All imagery courtesy of Good Good Good
ABOUT GOOD GOOD GOOD
Good Good Good is a Cape Town-based fashion brand that creates trans-seasonal garments for every body.
Founded in 2016, our garments are manufactured in our 28-year-old heritage manufacturing facility, Together MFG, in Cape Town, South Africa. Our core product is the T-Shirt, which aligns with founder and creative director Daniel Sher’s initial purpose when he started the brand in 2016: to create functional basics for people of all sizes and genders.
Since 2016, however, the brand has produced unique garments cut from fabrics sourced from some of South Africa’s most distinguished textile mills & designers, and released meticulously crafted contemporary silhouettes that are as focused on longevity and utility as they are on aesthetics.
Good Good Good is as much a community-oriented brand as Daniel is a community-oriented person, embracing collaboration with and support for local creatives and businesses in the country’s cultural sphere. This is facilitated particularly through the brand’s flagship store, Duck Duck Goose, positioned in the heart of Cape Town at 120 Bree Street, where Good Good Good acts as an anchor brand surrounded by a rotating curation of other independently-owned South African fashion and lifestyle brands.
Good Good Good, for every body.
Follow Good Good Good on Instagram @goodgoodgoodstore
Visit their website goodgoodgood.co.za
Press release courtesy of Good Good Good
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