Hanna Ewers
Savage Appaloosa
Clothing brand
Savage Appaloosa is a fashion label created by sisters Jody Calitz and Diane Da Silva-Nero. The two sisters have a very inspiring background and history.
Both Jody and Diane studied nothing to do with fashion or design of any sort. Jody studied accounting and fitness, while Diane studied natural medicine. Jody, 26, and Diane, 28, interest in fashion was instilled in them by their mother, who taught them from a young age to make simple things, such as clothes for their Barbies. Both sisters love for fashion stemmed from this and are now more than capable designers, pattern makers and sewers. They both follow the belief that hard work always pays off and that a degree behind your name, does not guarantee you success or show others what your talents are.
As said earlier, Jody and Diane both developed a love and an interest for fashion at a young age. After making clothes for their Barbies, they pursued their interest and enhanced their skills, which took them to sewing clothes for family fashion shows and eventually started making and selling clothes to family members and friends. They began to develop a reputation for their unique styles, the delicacy of their work and the quality of the clothing they produced. There was no doubt that they had a real talent and after a great deal of hard work and perseverance they finally started designing and developing their own brand of clothes, Savage Appaloosa was born.
Savage Appaloosa is all about super sexy yet comfortable stylish clothes, which include a wide variety of casual wear, active wear, kids wear and accessories. Using many different fabrics, such as cottons, lycra, denim, cheesecloth and track suiting. Every piece of clothing is hand-made and sold for an affordable price. Although both Diane and Jody design the same clothes, each of them draws their inspiration from very different sources.
Active Wear
Cross over active wear tops: Savage Appaloosas first active-wear clothing range, made out of viscose lycra and is a light and soft material. Since launching it has been one of their most popular sellers, because one can wear it over an every day outfit or when training at gym.
Freestyle Active Wear Pants:
Embedded with Savage Appaloosa written down the side is in many ways their trademark active wear piece of clothing. It is often on request due to the comfort and style it possesses at gym and at home. It is made out of taslon, which is a very light, cool and strong material
Gym Hot Pants:
Jody, being a personal trainer saw the need for comfortable, yet sexy gym pants for her clients and herself. It is one of her favourite items to train in. The pants are made out of cotton lycra, which makes the pants stronger and thicker. It fits your body like a glove.
Casual Wear
Gypsy Dress:
Elegantly designed, yet very wearable for a summer’s day goes a long way to show off the diversity of their range and talent that they have. The dress is made out of Indian cotton, which is a very thin and light material.
Island Summer Dress:
A timeless printed chiffon dress that is very trendy and popular with many ladies, because of the colours and patterns.
Indian summer dress:
Diane and Jody’s first design and idea when it came to manufacturing dresses. On the Garden Route this dress is extremely popular due to the comfort and lightness of wearing them, because of the viscose material which is non creasy and soft at the same time. Perfect for to wear in summer.
Diane’s inspiration comes from people that have their own distinctive style and don’t care what other people think. She also loves anything from the 40s. Her other sources of inspiration are things like a beautiful piece of fabric, where once seeing it makes her immediately think of new designs.
This Polka dot cotton dress was completely inspired by the 40s.
As Jody is a model, she has worn their fashion label on several pageants to get seen by the public on Photos and on the Catwalk. Jody therefore looks at designs which are modern and trendy and sees how she can incorporate these ideas into their designs in a unique and different way. Jody’s modelling career has really help gain great publicity for Savage Appaloosa and their brand will be published on an upcoming magazine shoot.
Jody lives in George and Diane lives in Cape Town, which does make business a little bit tricky, however they are trying their best to continue with their designing of clothes as a team. Diane also recently started to work as a ‘personal wardrobe designer’ and visits you at your home and goes through your wardrobe with you. She then will explain to you what you should keep and what clothes she can re-do or design over (This also helps her get some new ideas for their fashion range). Recently they have applied at YDE, the young designer emporium in Cape Town and know that if a success, the world is their oyster.
Both Diane and Jody are currently working on their latest range of clothing, which will be launching at the end of August. A new opportunity has also arisen as Jody won the George fitness competition and will now be coming down to Cape Town to compete in the Provincial competition. This is a perfect opportunity for her to wear her own range, and show some other fitness fanatics what Savage Appaloosa has to offer.
What makes Diane and Jody so successful is their drive and their passion, but also the fact that they are not afraid to try. If they do not succeed the first time round, they take it as a lesson learned, re-think and then try again. Both the girls see any event or show as an opportunity to get their brand out there. This determination and hunger is what will ensure that Savage Appaloosa is a success.
Savage Appaloosa has all the elements to be a truly successful brand. Their designs are timeless and they try to include as many market segments into their plans as possible. With the right marketing and perhaps some helpful breaks (such as that of YDE) it won’t be long until they are respected designers within the industry and among their customers.
Bibliography:
Calitz, D. 2011 Interview with Co owner of Savage Appaloosa on the 4th of July 2011, Cape Town
n.o. n.d. Savage Appaloosa Clothes and Accessories http://www.savageappaloosa.co.za/ 4th of July 2011
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