South African menswear brand Good Good Good has announced its UK launch and appointed Felicities to handle its press and publicity as the brand seeks to expand into the UK. Good Good Good is a functional basics clothing brand headed up by Johannesburg born Daniel Sher. The brand’s aim is to create garments that bridge the gap between modern streetwear and classic tailored garments.

The brands overarching philosophical approach is to make street and high fashion more accessible and less intimidating to the potential consumer. The brand’s SS18 and AW19 collections aim to blur the lines between loungewear and formal evening wear. The textiles for the core of the collection comes from luxury woven throws milled by world-renowned South African heirloom textile mill, Mungo, and the collection is entirely manufactured in Sher and his wife’s family factory in Cape Town.

Statement pieces from the current SS18 collection include Polo Shirts, Sunday Trousers, unisex Nicci Tees, Carry All Tote Bags and Evening Coats, while the brand’s staple Yarmulke Short Cap has been given a luxurious update. Also featured is an updated T-Shirt (the brand’s core product), along with other basics, which are cut from a premium South African 7 ounce 100% single jersey cotton. Good Good Good is currently working on an all-over printed collaboration with Cape Town multi-medium artist, David Brits which is set to be released later this year.

Good Good Good will be looking to introduce the brand to press and buyers in the next twelve months as it seeks to develop a customer base in the UK.

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