As one of South Africa’s best loved fashion brands, GoodGoodGood has always stayed close to the pulse of culture. In previous collections, it has drawn on local design language, cityscapes and cheeky patternage, its success a reflection of this playful and poignant storytelling. Now, NATAAL exclusively debuts the label’s SS26 collection ‘Unsung Heroes’, an ode to rugby – one of the nation’s favourite pastimes and a sport which reflects the energy of heritage, unity and icons in their field.

Specifically, the collection commemorates the 30-year anniversary of the 1995 Rugby World Cup, hosted in South Africa just after its first democratic election. Under President Nelson Mandela, the country was starting to rebuild and found unity through the support of the Springboks who went on to win the tournament. Anyone who’s seen the Clint Eastwood-directed movie ‘Invictus’ can begin to appreciate the significance of this historic moment.

But this isn’t just a South African brand inspired by South Africa. The driving principles of hope, possibility and breaking boundaries are ones which all 54 nations can identify with. The capsule locates itself in Africa’s spirit more broadly, reflecting the famous and everyday heroes which make the continent great. “South Africa’s 1995 Rugby World Cup victory tells the story of an African country, faced with the scars of extreme recent turmoil, undertaking a greater nation-building project with sport and inspiring leadership as the catalyst,” explains Daniel Sher, GoodGoodGood founder and creative director.

Designed in collaboration with illustrator Yay Abe and produced using locally sourced textiles and zero waste construction techniques, the collection comes alive in these campaign images hailing the the diversity of unsung heroes at the heart of the brand’s direction, and South Africa itself. “The lookbook harks back to the bedrooms of 90s South African kids who were fixated on these moments and the players who symbolised far more than sports stars to them,” adds Sher.

This is where the magic of the collection lives – in its innate ability to draw together sports, nation building, expert fabrication and inimitable design to marry the past with the power and potential of the present moment. Plus, it doesn’t hurt that these clothes are absolutely gorgeous.