Augustine is a brand that aims to establish itself as a prestige local menswear brand with a reputation for detail. Handcrafted on site by their dedicated team of tailors, Augustine merges traditional tailoring methods with strong symmetrical cuts and modern designs. Valued in functionality, quality and individuality.

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We asked owner and designer, Justine, a few questions before Augustine’s Mercedes-Benz Fashion Week Showcase at the Nelson Mandela Square in Johannesburg this weekend.

 

It goes without saying that Augustine has left its unique mark of bespoke designer menswear on the fashion industry. How does the brand continue to disrupt the ordinary and stand high above the rest? 

I think Augustine takes more risks than most menswear designers. We are always pushing the brand to new extremes, from launching our own unisex shoe range at last year’s South African Menswear Week to this year’s new custom leather bags. If there’s one thing you learn in this industry it’s that people get bored really fast and keeping things fresh and ten steps ahead of the rest is absolutely vital.  Research, research and more research on our target market is what keeps up one step ahead.

Augustine’s work always keeps the gentleman top of mind. What does the perfect gentleman look like to you? 

The perfect gentleman knows about good fit and quality, he also feels comfortable with what his wearing and does not try too hard to impress others with his style it comes naturally. 

We recently asked our readers what their top 4 Style Essentials are in preparation for Mercedes-Benz Fashion Week. What would Augustine’s Top 4 Style Essentials be?

  1. A sleek leather murse (our version of the male purse)  
  2. A beautiful tailored coat. 
  3. Stand out dress shoes.
  4. Fragrance, every gentleman should have a signature fragrance.

Can you tell us more about your relationship with AFI and Mercedes-Benz Fashion Week?

This will be our 3rd show at AFI we debut our first ever collection at Mercedes-Benz Fashion Week in 2014 which was a huge success and put Augustine on the map in the fashion industry.  We have also had interns such as Rich Mnisi walk through our doors and I was a mentor for AFI Fast track Menswear Designer Armand Dicker.

Future developments for the brand and what direction is it going in?

We are currently working with international hip-hop artist Capso on a Pret-a-Porter range that we want to sell globally.  We are also looking at opening up a retail space for ready to wear in the future.

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You can stand a chance to win one of two double tickets to the highly-anticipated design showcases of Selfi and Augustine during their shared show at Mercedes-Benz Fashion Week Johannesburg on, Saturday at 17h00.

Visit the competition page for more info.

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