Craig Jacobs is the man behind South Africa’s leading eco luxe and ethical label, Fundudzi by Craig Jacobs. Through his clothing Craig aims to provide a capsule wardrobe for free spirited individuals seeking pieces with a distinctive signature. Recently, Craig has partnered with Kiehl’s in their latest project; a global “brand heritage” campaign centred around the idea of “Pioneers by Nature” or #PowerProject. We chatted with him about the campaign, clothing with conscience and what it means to be a pioneer.
GLAMOUR: What was your first experience with Kiehl’s?
Craig: I’m really a no fuss kinda guy and shy away from a complicated skin regime but as I’ve gotten older I have started seeing the effects of aging on my skin. I recently got a sample of Kiehl’s Facial Fuel in an event goodie bag and I’ve been hooked ever since.
GLAMOUR: Why did you choose to partner with Kiehl’s?
Craig: Giving back is important to me – I work with a range of different charities and philanthropic causes and admire Kiehl’s pioneering work in Charitable Giving was one of the main reasons why I am excited about this partnership. And finding out that the company also was amongst the first beauty companies to list their ingredients on their packaging means a lot.
GLAMOUR: Kiehl’s is celebrating you as a pioneer in the Fashion industry. Tell us about your story as a designer and why you started Fundudzi, Clothing with a Conscience.
Craig: When I set out to start Fundudzi ten years ago I was determined that the label was not about clothes and certainly not about fashion. At the heart of what I do is tell African stories through clothing – Fundudzi for instance, is a sacred lake for the Venda people and is the only lake in the world created by a landslide millions of years ago. Our conscience also carries across in how we reduce waste, incorporate as much local fabrics in each line – and wherever possible, how we try to use as much eco friendly fabrics the creation of a garment as well. In a nutshell, all I want to do is help change the way the rest of the world looks at Africa by creating pieces which reflect our unique way of life.
GLAMOUR: What inspires you?
Craig: Nature – watching the seasons change, seeing how animals and the planet adapts to changing circumstances is inspiring. Books, architecture, art. They all provoke me to thing about things in a different way. But more than anything, the rich tapestry of life and our cultures in Africa is my main source of inspiration.
GLAMOUR: What does the word Pioneer mean to you? What makes someone a pioneer?
Craig: A pioneer is someone who isn’t afraid to try something new, someone who doesn’t waver from their vision no matter what obstacles come in their path. A pioneer, though, isn’t someone deluded or stubborn – to bring change you need to draw on the knowledge of those who have come before and be willing to adapt as the circumstances change.
GLAMOUR: Who do you identify as pioneers in your own life?
Craig: My parents, especially my mother whose words of wisdom and her determination to not allow very difficult circumstances and abuse stop her. She’s industrious, super intelligent and uses common sense to find solutions. I try to implement a lot of what she has told me in my life – and when I do wander of my path she is the one who is there to make sure I get back on track!
GLAMOUR: What is the best advice you ever received?
Craig: One of the most powerful pieces of advice I got was from Earl Suttle, a brilliant life coach, who simply said: Why Not? When I told him I was thinking of resigning from a great job to start my own business. It made me realize that if we release ourselves from our insecurities and the shackles of our ego, we can go forth and explore new paradigms and open ourselves up to new worlds and experiences.
GLAMOUR: What advice do you could pass on to anyone else starting off on their own pioneering journey (not just in the fashion industry)
Craig: Don’t be afraid to dream – and especially, don’t be afraid to ask questions or for help along your way. We are all connected, and it is only through the support of others that we can make real the vision in our mind.,
GLAMOUR: This campaign is in support of Stop Hunger Now in South Africa. Tell us why this is a cause close to your heart.
Craig: With the scarcity of agricultural land and the pressure on resources, food is becoming a more and more precious commodity. Nutrition feeds ideas and gives us the energy to go out there and get things done. Knowing that I am in some small way helping spotlight how food can change people’s lives – and help Stop Hunger Now in their noble cause is an honour.
If you want to learn more about the SA fashion scene, check out our GLAM Chat with SA’s top designers.
