Interview with Fashion Specialist Aimee Sadie of Kulture Klash!
Aimee Sadie’s career in the fashion industry began before she knew it. She started working in her family’s clothing store at the age of 18 and has never looked back. Today she is the successful buyer and importer for Desch men and women and her women’s range of clothing has taken the Johannesburg fashion scene by storm.
Aimee and her sister Bianca partnered up in 2010 to launch their brand Surori which is now the holding company for Desch Women along with their own private labels which are sourced and imported from Europe. Their brand specializes in luxury and quality and consists of beautiful evening dresses, cocktail wear, beachwear and gorgeous day wear. They also have a specially selected range of plus size clothing as they believe all women are entitled to look and feel like the queens they are without having difficulty finding sizes.
We chat to this Fashion Specialist and co-owner of Surori and Kulture Klash about her love for fashion. She is also a designer in her spare time and sells her designs locally and internationally.
Kiki: When did your love for Fashion begin?
Aimee: My first memory of being fashion conscious is from when I was about 4 years old and my dad bought me a coat from Europe on one of his buying trips. I felt like a princess every time I put it on.
Kiki: What exactly does Fashion mean to you?
Aimee: Fashion to me is an expression. You can say so many things without having to say a word. It’s the way in which I present myself to the world. It isn’t always glamorous! Sometimes just walking around in my favorite old tattered sweater makes me feel just right!
Kiki: Tell us about the difference between Desch and Surori. What made you decide to create Surori?
Aimee: Desch for Men was founded by my father over 50 years ago. After joining the family business over 14 years ago it only made sense for me to introduce the same high quality women’s clothing into the company.
Kiki: When was Surori born, and what does the word Surori mean?
Aimee: The name Surori means sisters. Surori was founded 4 years ago after my sister Bianca and I decided to introduce a line of exclusive day wear and beachwear into our range. (Bianca is also a Kids Yoga teacher, you can read more about her HERE )
Kiki: When you decided to create Surori, who did you have in mind as your target market?
Aimee: We aim to serve the woman that wishes to express the queen she is through style, quality, luxury and fashion. We cater for all sizes from XS to XXXXXL ensuring that all of our customers get to feel and look gorgeous!
Kiki: Surori falls under Kulture Klash, a company you co-own with your sister Bianca and friend Refiloe Nyoni. Tell us more about that, and why the name Kulture Klash?
Aimee: We believe in unity through diversity, culturally and individually and so we have created a hub that unites all the things we love the most, Fashion from all over the world, Yoga from the East, and a Cafe that serves single origin freshly roasted coffee from South America. We also try our best to support local farmers and suppliers. Thus uniting corners of the world and our customers that are just as diverse.
Kiki: On the 3rd of February you’re launching the Yoga Studio and the new premises for the fashion side (Desch Women & Surori). What can guests expect on the day?
Aimee: It is going to be a Klash of real Yoga, real Food and real Fashion.
About Aimee: Aimee Sadie is synonymous with the word “authentic” ; She has never done things the conventional way which is one of her greatest attributes and has led to her success in business as well as within herself.
Aimee has been in the fashion industry for well over 12 years, working her way from the bottom to the very top of the corporate ladder. She has a phenomenal work ethic as a business woman with immense creativity and flair for all things beautiful, her passion is evident in every project she has ever been involved in. She is extremely talented in many facets of life; business being at the forefront. This woman is more than just beauty and brains, she is a passionate woman made with heart and soul.
The Desch and Surori brands can be found in the Desch store in Sandton City and at Kulture Klash (the sisters new project) in Parktown North Johannesburg. Kulture Klash, is a lifestyle spot with a Yoga Studio for Kids & Adults, Fashion (Surori & DESCH) and The Café that has the yummiest smoothies and Coffees. You can pay them a visit; check out their website for all info address: www.kultureklash.co.za
You can also keep in touch with them on social media: Twitter, Instagram and Facebook – @KultureKlashSA