There are many reasons to up your game when it comes to fashion looks. First and foremost, fashion is fun to play with and allows you to live out your creativity. Here are five reasons why we believe Curve Gear, a brand that has just opened an official store at Clearwater Mall, is a great place to start when you feel like elevating your fashion looks:
Having started the brand only three years ago, Curve Gear was born from industrial roots, with their mother company being a leading Original Equipment Manufacturer of heavy-duty slurry pumps, namely the ‘Curve’ range of slurry pumps. What started as a brand extension project, took off rapidly after its inception, leading to Curve Gear’s swift and remarkable development.
They soon brought out their Lithium Vellie range with beautiful vellies for either the boardroom, a braai or the bush. Says Neill Kropman, the brand’s Global Brand & Marketing Manager: “That’s when things really started taking off for us.” These shoes aren’t just your everyday ‘veldskoen.’ No, their vellies are of the highest quality, made locally with good-quality leather.
Staying true to their roots, they do still sell premium safety boots in-store, though. These are meant for a premium buyer who likes to elevate his look.
While they might have had humble beginnings, they are now a definite premium brand.
Curve Gear has a sub-brand with which they collaborate. It’s called Culture of Brave and it’s got a particular branding that gets pulled through to other items like their Crossover Hybrid Vellies. While these vellies’ silhouette leans toward being formal, the Culture of Brave branding element brings in a fun side to the shoe. Think upmarket streetwear.
Culture of Brave is all about celebrating bravery. Hence, every shoe has been named after an attribute of bravery, like their Courage, Resilience and Bold ranges, to name a few. Additionally, the brand includes a premium sneaker range, which also seems to be doing exceptionally well. Their range also includes some unique limited edition sneakers, with a trendy dye and imperfections that will help you live out not only your creativity, but also your individuality.
We’re all for capsule wardrobes and when they have a special meaning attached to them, so much more! Curve Gear’s capsule collections (with a new winter collection launching soon) constantly rotate to celebrate a facet of engineering. “Because our roots are in engineering, slurry pumps and the industrial world,” says Neill. “Every six months, we bring out a new range that celebrates Engineering.” It started off with Aviation, moving on to motorcycles. Now, keep an eye out for the new winter capsule, which will be a military / utility styled capsule.
With a production facility in Cape Town, Curve Gear has the ability to roll out customized and unique brand products. Furthermore, this allows them to adapt to trends quickly. Their current Hero Rugby range is all locally made, with a bit of a vintage feel attached to it.
While Curve Gear started off selling workwear, they will always have the golden thread of workwear-inspired clothing running through their shops. They have adapted their offering to more fashion-forward items, though, allowing you to tap into your individual style more freely.
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