SELFI is a Cape Town based ready to wear clothing brand specialising in creating sustainable, bespoke ethical apparel and accessories. The name SELFI was taken from the word self and motivates self-empowerment and self-betterment. Each collection is meant to tap into a essence of the self which is natural and authentic.
The brand is housed in its lifestyle concept store in the heart of Cape Town , South Africa, selling annual collaborations with leaders in the South African creative sphere. The store is also home to a host of carefully selected South African designers such as Githan Coopoo, Lorne, Day Feels, Dyad, Deity Skin and WASS Skin Care, ranging from jewellery and essential skin care, to accessories which fill the space and share the aesthetic and ethical approach of the SELFI label.