Holmes Bros is a home-grown South African lifestyle and surf clothing label that is crafted around the African ocean lifestyle. Many are familiar with the Holmes Bros stores in Johannesburg, Durban and Waterfront in Cape Town, along with the successful online store. Now, Holmes Bros is taking its special brand of sun-bleached surf and earth merchandise to a new level with a fresh new take on the retail space, the first opened at LaLucia Mall in May.
The Holmes Brothers, Laurie and Gary, grew up in sunny Durban, taking full advantage of the warm tropical climate, surfing when the waves were good and just hanging out on the beach when they weren’t. Their inspiration for creating their own special South African brand came when Laurie was just 14 and couldn’t find anybody to shape the very specific board he wanted to ride. So, eventually, out of sheer frustration, Laurie started shaping his own boards in the family garage. A Holmes logo was promptly developed for the boards, and from there, it wasn’t a giant leap putting this newly created design onto t-shirts and board shorts.
And so, from humble beginnings in a garage in 1994, The Holmes Brothers grew their surfing and apparel empire, even getting it onto international shelves across Germany, New Zealand and Tokyo, with trendy fashion retail chain, Freak’s Store.
Locally, the brand’s success story continues to expand, with placement in major retail outlets and a national footprint in over 60 independent fashion stores. Brothers Laurie and Garys vision of an authentic, creative label as a platform that celebrates an emerging alternative movement within African surf culture – is one that’s less about the winner’s podium and more about the simple joy of a deeply engaged surfing life.
When it comes to the new store experience the brothers have taken their African vintage look, of old surfboards, african signage, retro bicycles and the use of reclaimed timber and given it a Japanese street wear twist. Laurie adds that” It shouldn’t work, the two influences are literally worlds apart, but it does and it is completely unique. Zulu sushi?” It has a hand writing that is uniquely Holmes Brothers.
Authenticity and integrity are of vital importance to Gary and Laurie when it comes to their brand. Gary says, “We take great pride in the fact that, at our core, we are a South African brand, through and through,” adding, “We are always design driven and focused on attention to detail in all our garments. Combining this with an easy-going outlook helps us create threads that have a sense of freedom and are made to last”.
“We Give a S@#T” says Laurie. “Nobody’s perfect, but we always start at the point of doing our best to keep it local, keep it sustainable. We take great pride in social responsibility to the community and the planet. Our product range is almost entirely made in South Africa, only the really technical products which we cannot manufacture locally, do we make offshore”. All the shopping bags in the stores are made locally from recycled paper and fabric offcuts.
Although local design input is an important heritage of the brand, the brothers feel it is vital to keep abreast of international trends and designs elements. As a result Holmes Brothers is a perfect marriage of these two worlds, local design and international quality and execution .
The melting pot of Surf and African street, gives the Holmes Brothers a truly unique outlook on life and style. Always serious about what they do, but never taking themselves too seriously. Always living there lives with their heads in the surf, feet on the earth.
Discover the Holmes Bros newly opened store at the, LaLucia Mall Shop 279, or call +27 66-0528281 to find out more. All the other stores will soon reflect the new aesthetic.
WHO: Holmes Bros
WHEN: May 2022
WHERE: Lalucia Mall- Kzn – V&A Waterfront – Ct, Rosebank The Zone – Jhb Lifestyle Centre – Ballito kzn Watercrest Mall – Hillcest Kzn
For more information, please visit https://holmesbros.co.za/pages/about-us and follow the brands on their social pages.
