Good Good Good’s AW17 campaign by photographer Anke Loots and stylist Azuli Peeters soaks up the attitude of young Cape Town

An ostrich chills out on the roadside. A clothesline of washing lovingly hung in rainbow order dries in the late summer heat. A basketball match comes to its inevitable, sweaty close. These “random moment” iPhone snaps taken by stylist and model Azuli Peeters around Cape Town form part of the newly-released Good Good Good AW17 campaign shot by photographer Anke Loots. Entitled Calibrate, her cool, serene images of eight young South Africans in the brand’s functional basics, combined with Peeters’ fuzzy snaps, sum up the easy-going, inclusive attitude behind GGG.

“In essence, we wanted to show that living a more streamlined lifestyle makes way for your character to be the hero,” explains Daniel Sher, co-founder of the brand with his fiancé Paige Smith. “By being yourself and fussing over less, you pave the way for seeing the world in a more interesting and humorous way.” GGG pitches itself to “men of all sizes” and showed this collection at South African Menswear Week. But it’s clear here that key pieces such as waffle-cotton work jackets and chinos, waterproof parkas, brushed fleece hoodies, striped button down shirts and short caps can be worn just as well by the ladies too.

Having cut their design teeth on the now defunct, this latest label took shape early last year focusing on minimal, well-made and affordable pieces. The brand prides itself on being 100 per cent made in South Africa (at Smith’s family factory to be precise) using fabrics from local mills. Their straightforward aesthetic and attention to the finer details of each garment, also forms a platform from which they can collaborate with other South African artists, on shoots such as this as well as capsule collections. Their Broken Hearts Club t-shirts were a get together with Jana Hamman and up next is a print-laden range with David Brits. Good? Good! Good.

Photography Anke Loots
Styling & iPhone photos Azuli Peeters
Hair and make-up Anne Timper
Models Terrence-David Bokombe Masamuna, Azuli Peeters, Luke Stulinski, Casey Redlinghys, Ciarán Slemon, Maddy Williams, Gwen Lu and Lubabbalo Nkobo
All shoes from Baseline Skate Shop

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Published on 27/03/2017