Renowned fashion designer, David Tlale, will once again partner with Edcon – South Africa’s largest non-food retailer.

Tlale’s latest ‘diffusion line’ (which retails at lower prices) will now be available at select Edgars stores from mid-September at Sandton City and East Rand Mall in Johannesburg, Menlyn Park Shopping Centre in Pretoria, Mall of the North in Polokwane and Gateway Mall in Durban.

Tlale was particularly excited about this African-print themed collection after he made the announcement following his spectacular fashion show at the recent Mercedes-Benz Fashion Week Joburg. He said, “This collection is a venture I’ve wanted to do for a long time. I’ve always been known for high-end fashion, but with this collection I am making my work available to a larger audience at market-related prices”.

The partnership between Edcon and David Tlale dates back to 2012, when Tlale launched a capsule collection within Legit stores

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“It has been a natural progression with Edgars to where we are now. There is great alignment between the two brands and we share similar values.

“I grew up wearing clothing from Edgars, which has managed to withstand the test of time and become a household name in South Africa. Choosing the Edgars store as a distributor for my latest collection makes perfect sense,” says Tlale.

Edcon has been a member of Proudly South African since 2016 and this underlines its goal to procure the majority of its merchandise from South African suppliers

During Heritage Month in September, the company will also participate in Proudly South African’s inaugural Heritage Week, which will host initiatives such as a Proudly Local fashion show and The Parliamentary Debate. The aim is to drive home the local procurement imperative in support of South African businesses.

Tlale attributes a corresponding vision to the reason behind this long-standing relationship, which he says is held together by a common vision to resuscitate and sustain the local textile and fashion industry.

Tlale continues to partner with Edcon on a number of other projects, including as a mentor on the Group’s youth development initiatives, an underwear line with Jockey stocked at Edgars Active stores and a sponsorship by CNA of fashion design materials, including stationery for The Intern by David Tlale – Tlale’s new reality show.

On the show, the contestants are taken through the back-end operations of JET stores, which also forms part of Edcon, exposing them to the full value chain of the retail industry in addition to the design aspect.

“We have a responsibility to work together to revive what once was a thriving textile and fashion industry in South Africa. Edcon’s support of local designers like myself is giving hope to the upcoming generation that local manufacturing has a future. Continued collaboration will ensure that young designers are able to study and qualify, and that they learn about the concept of the value chain, which is a critical component of the retail industry,” explains Tlale.

Edcon says the company is proud of partnerships like these that continues to uplift and sustain the local fashion and textile industry, while also providing its customers with an exciting local product offering exceptional quality and design.

Bernie Brookes, Edcon Chief Executive, said, “David Tlale has been a partner to Edcon since 2012 due to the collaboration we share and the passion to progress the local industry. David has done great work to invest in the future of fashion and we’re proud to be associated with him. We have similar projects we have undertaken to empower young and upcoming designers that has exposed some world class talent. I am confident that our involvement will empower local potential suppliers and this will ultimately help us increase the percentage of our locally sourced merchandise, so we can reach our goal of procuring majority locally sourced goods.”