#BTS: It’s Fresh Out Here

Our May street tribes campaign took us to the 011

The Hood

We flew up to Johannesburg for our May campaign, having chosen what is arguably South Africa’s hippest hub, Braamfontein, as our location. While it was something of a logistical nightmare getting everything and everyone together for the shoot - 26 people, just under 500 items of clothing - the whole community came together and our marketing manager Megan Biebuyck reported back breathlessly, “I’m moving here!”

From Father Coffee hooking the team up with their caffeine fix, which our fashion director Tammy Tinker claims as, “Literally the most amazing coffee I’ve ever had in my life.”, to The Bowery who hooked us up with a tasty, healthy, lunch, to Kitcheners who allowed us to shoot there and then self-medicate later that evening... everyone knocked it out of the park.

However, it was the crew at The Bread who really went the extra mile and our campaign wouldn’t have been the success that it was without their help. Guys, we owe you huge – let us know when your backs are itchy.  

The Photographers

To drive home the 'for youth, by youth' angle we commissioned a team that comprised Anthony Bila on video duties, with Trevor Stuurman and Mpumelelo Macu shooting stills. “Having individual photographers working together was amazing,” said Tammy. “The fact that the guys behind the scenes are part of the same style tribes that they were documenting made it even better.”

The Models

We selected a mix of people who we feel are influencing others. 26 in total and a mix from big-ticket dudes like Boyz n Bucks to the lesser-known Heroine. There were bloggers, photographers, dancers, influencers and connectors. Next week we’ll launch The Superbalist 100, so stay tuned to see how everything comes together there.

Said Megan, “For me, the defining moment was when someone – I won’t mention names in case of embarrassing them – came up to me with the biggest smile on their face and said, ‘Thank you so much for today. I've always wanted to meet these guys, and today I did!’”