About the modelist
The Modelist began in 2019 with a simple but ambitious goal: to create sustainable, natural clothing in a space that celebrated thoughtful design, quality, and a slower way of living. From the very beginning, we envisioned more than just garments. We wanted to create an environment that inspired, nurtured, and allowed people to experience clothing in a thoughtful way.
in 2022, Our first home was a brick and mortar concept space in Somerset West, designed as a multi-disciplinary experience where sustainable fashion met creativity. The space combined carefully curated clothing, lifestyle pieces, and a full café offering to encourage exploration and discovery. It was a place where people could slow down, touch, and experience fabrics, learn about ethical production, and enjoy a sense of community rooted in design and quality.
Over time, we realised that our true passion lay in creating our own garments, pieces that embodied our values from the first sketch to the final stitch. What started as a curated concept evolved into a focused independent label, dedicated entirely to our own designs, made from natural, breathable fabrics that wear beautifully and stand the test of time.
Today, The Modelist is defined by small, considered runs, ethical production, and timeless silhouettes. Our collections are crafted from linen, cotton, and other natural fibres, chosen for their durability, comfort, and low environmental impact. Every garment is designed with longevity in mind, refined, wearable, and versatile, intended to be worn often and loved for years.
We are driven by handmade craftsmanship, ethical practices, and slow fashion values. Our range reflects this ethos, a selection of wardrobe staples and elevated essentials that balance effortless style with enduring quality. Each piece tells the story of our journey, from a vision of sustainable living to the creation of a brand that values people, planet, and design above all else.
At The Modelist, we believe that clothing should be intentional, beautiful, and made to last. Our garments are designed for those who appreciate quality over quantity, substance over trend, and timeless pieces that feel as good as they look.
why
taking on the challenges of sustainable small business in South Africa
It is always worth doing something for reasons other than material beneficiation. Adding value and helping people as you make a difference in your industry is rewarding in its own right, and when you figure out the formula using that approach, business and its success becomes sustainable, no matter the variables.
The Modelist challenges the norms of fast fashion consumption, as well as the perceptions surrounding the sustainable healthy alternatives. In an age where production efficiency is being maxismised, and technology generates what we consume, The Modelist stands boldly in the storms of development to provide our communities with authenticity and custom produce.
“Because when I go, what will I leave behind? Hopefully a fond memory, but preferably not the plastic in my clothing.”
Veronique van der Westhuizen