Good Good Good
Good Good Good is a fashion brand founded in 2016 in Cape Town, South Africa
Founded in 2016 in Cape Town by Daniel Sher, the Good Good Good brand was born from the desire to elevate modern streetwear. It uses high quality fabrics and classic tailoring practices, all from a totally sustainable perspective. The collections are produced with respect for the environment starting from the purchase of the fabrics. In fact, it evaluates the environmental impact at each stage of the production process.
The style of Good Good Good
The brand identity is well defined and recognizable. The collections feature square shapes and ironic combinations for comfortable garments designed for everyday life. Bold and vibrant colours reminiscent of African landscapes dominate.
For the 2019 collection, the brand created the Mixed Feels t-shirt in collaboration with artist JHB Koooooos and the Cape Town design studio Studio Muti. Furthermore, the collection contains nostalgic images combined with modern and everyday actions, which aim at creating feelings of comfort but also of confusion. The core of the collection includes further experimentation and the use of luxury fabrics worked by the famous South African textile heirloom Mungo.
In 2021 he launched his spring-summer collection with a short entitled An Orchestra in an Open Field directed by Jarred Figgins. Through its partnership with the Cape Town Philharmonic Youth Orchestra, the brand has supported emerging musicians who have been donated 10% of the profits from this collection. The collection, entitled The Hope, is a hymn to the natural world; each cape is named after the nature reserves of southern Africa (Orange River, Sandstone, Cape Point, Kelp Forest, Nature’s Valley and Namaqua). Nature is the inspiration of the brand.
For the collection, unsold leftovers of kikoi were chosen, a characteristic striped or patterned African fabric. The garments are made in Sher’s family factory in Cape Town, where everything is made with the utmost care in order to avoid waste. Any fabric scraps are then put aside to be reused in the future.
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