SITTING PRETTY SETS UP SHOP IN GARDENS CENTRE
PUBLISHED ON BIZCOMMUNITY
Cape Town-based lovers of the ethical fashion brand, Sitting Pretty, will be able to shop the full range in-store from 1 September 2019 at the gardens centre. The pop-up will be running from 1 September 2019 until end March 2020.
Emma Longden, Sitting Pretty designer and owner, says, “we celebrate our tenth birthday this year, and what started with a few sketches and a rail has turned into a full-time business employing a team of six full time with an online shop. When the garden centre team advised that they had a retail space available, we didn’t hesitate to jump at the opportunity, it’s time to have a brick and mortar presence again.”
The brand had a shop on long street several years ago which Longden closed after a few years. “I needed to make some changes and do something that was true to me. I’ve always been environmentally aware and started to see the cracks in the industry which really made me take a step back and look at the fabrics I was using at the time, and most importantly, at the brand I was trying to build.”
Longden then rebranded Sitting Pretty and went in the direction that made the most sense to her conscience and aesthetic: creating an ethical fashion brand that embraced slow fashion.
In conjunction with the gardens store opening, the brand has launched its latest spring range. “Our spring collection invokes feelings of calm with its warm earthy tones. We have introduced quite a bit of linen which gives an earthy texture too, as well as some cotton bamboo as we strive to use more sustainable fabrics, and absolutely no synthetic fibres,” explains Longden.
Styles in the range are named after deities and heroes from Greek and Roman mythology, an attempt to “combine a sense of calm amidst the chaos in the world today”, according to the designer. The collection features trousers, shorts, jumpsuits, short sleeve boiler suits and dresses in linen, along with bamboo, rayon and rayon satin for styles embracing the soft drape of the fabric.
Sitting Pretty can be found in the garden centre on the first floor, next to Le Creuset, near the Woolworths on the same level. The company will continue to stock its full range online as well.