Cape Union Mart’s Local Blueprint for Doing Sustainability Right

Cape Union Mart’s Local Blueprint for Doing Sustainability Right

There’s something special about a jacket that feels like home. Not just in how it fits or protects you from the cold, but in the story it carries—where it’s from, who made it, and what it stands for. This winter, Cape Union Mart goes beyond just launching a collection. They’re championing a powerful local narrative stitched into every fibre of their new K-Way Elements capsule.

The journey begins in the wild beauty of Namaqualand, where Merino sheep roam beneath open skies. But instead of shipping this prized wool abroad, Cape Union Mart keeps the process local—channeling it straight into South African hands, South African factories, and South African purpose.

In collaboration with Gerber & Co, the K-Way Elements label has crafted a winter capsule that stands as a testament to what’s possible when sustainability is rooted in community. The Merino wool is blockchain-traceable, ensuring full transparency from veld to final garment. The impact? Jobs created and retained locally. Value added right here at home.

At the heart of the collection is The Toughest Puffer—a flagship jacket that trades traditional down for rugged, natural Merino wool. It’s moisture-wicking, lightweight, and designed for everything from mountain trails to city streets. This is gear built for movement, made by people who understand what South African resilience looks like.

Fronting the campaign is none other than Springbok legend Pieter-Steph du Toit—a man whose roots run deep in the South African soil. His involvement isn’t just a celebrity endorsement; it’s a reflection of shared values: hard work, humility, and connection to the land.

What began as a conversation between Cape Union Mart’s Philip Krawitz and wool producer Stefan Gerber has grown into something much more than a product line. It’s a model—a blueprint—for how brands can embrace sustainability authentically. One that values local over global, community over convenience.

“This collection is about honouring the people behind the product.”

Cape Union Mart CEO Mike Elliott puts it simply:

That ethos is felt in every stitch, every thread, every thoughtfully designed piece. These aren’t garments meant for quick trends. They’re built with purpose, for the long haul.

In a fast-paced world, choosing gear that roots you in place—gear made with intention—is a quietly radical act. It reconnects you to the land, to the maker, to the story. And when that story is your own, when it’s proudly South African, the product becomes more than functional. It becomes meaningful.

Cape Union Mart’s winter capsule isn’t just warm—it’s a statement. That sustainability doesn’t have to be imported. It can be designed, sourced, made, and celebrated right here at home.

Because when you wear the story—you carry the future with you.