Girl On Your Mind aims to give the discerning fashionista a sustainable alternative to fast fashion. Based in Durban, South Africa, we design and locally produce small runs of timeless and versatile garments that transcend season and trend. At the core of our business lie three fundamental values; quality over quantity, ethical and sustainable production, and a desire to create a deeper connection between our clothing items and the people that invest in them.
As a reaction against mass-produced fast-fashion, Girl On Your Mind seeks to slow the manufacturing process down to a rate at which every step is carefully considered, each hand and recourse involved in the garment production is respected, and in turn a more personal bond is formed between our garments and their wearers.
Quality over quantity | Instead of producing high volumes of seasonal clothing, we want to create intimate collections of unique, high quality garments that can be worn for years and even passed down generations. A slower production model and smaller runs affords us more time to spend perfecting each and every style, meticulously examining for optimum quality and fit. This also means that our customers have the opportunity to purchase a curated range of rare, once-off designs.
Sustainability | We acknowledge that in the past, fashion has not always been kind to our environment nor the people who made our clothing. We want to be part of the growing movement towards a fairer and more transparent fashion industry where our environment does not pay the cost of our over-consumption. We aim to source fabric responsibly, employ local artisans to manufacture our designs, and use efficient design and innovation to eliminate wastage. We want to create garments that will find their forever home in your wardrobe, not a landfill.
Connection | There is a forgotten relationship between the producer and consumer. No longer do we know the name of our local seamstress, let alone the origin of our clothing. We recognize that at a fundamental level, our clothing are our second skin, responsible for sheltering and protecting our body, but also for communicating important aspects of ourselves to the world. It is for this reason that we aspire to mend the broken connection by highlighting the process and not just the end product.