Earth Age, a woman-led business, was born from the shared vision of three best friends, Ashley Wagner, Elektra Georgiadis and Amy Kunz, who started the business in 2020, when they were all 22. “We poured everything we had into creating our business, and, through sheer determination and passion, we are proud to say Earth Age is now a sustainable and thriving business.” Nobanzi Sokhuthu interviewed the brand via email.

What is Earth Age’s origin story?

Earth Age emulates who we are, and we create products that express what we love to wear and style. We aim to inspire a timeless and conscious way of being where fashion, function and creativity merge into everyday wear.

Our business started from humble beginnings. We gravitated towards crochet because that’s what we knew. We connected with Precious Munetsi, a woman skilled in crochet as her mother had taught her when she was young. We sat at a table with Previous for many months, creating patterns that she would follow. This is how the Helix Hat was formed which is still our best-seller today and has featured on the Dior runway as well as in British Vogue. If someone had told us this back then, we would have never believed it.

Oranjezicht City Farm Market offered us a place to trade in 2021. At the time, all we had were samples. We would sell what we had, use that money to make more products, and go back the following weekend to sell more. This is how we scaled our business. One crocheter turned into two and gradually grew to the 11 we employ now. We invested in sewing equipment and employed a seamstress. We now work with over 20 women and this number continues to expand.

Earth Age hats in collaboration with Kim Jones Studio for Dior Summer25 

What inspires the shape, size and material of your designs?

Earth Age is about inspiring a timeless way of being where fashion, function and creativity merge into everyday wear. We only create with natural fibres and colours, which guide us to a starting point when creating our offering. Yes, we want to create products that are fashionable, unique, and vessels of artistic expression, but equally, we want them to be wearable, comfortable and durable.

Our products are all original designs that have been tried and tested over the years. We continually rework and improve our products and are currently working on an exciting new range.

Tell us about your studio.

We are blessed to work in our dream studio in Woodstock, Cape Town. We occupy a space at 196 Victoria Road—a magical building bustling with other creatives and artists. This is where we produce our entire offering. We have a space that is cultivated and nurtured by all the women who work inside it. Our space is full of warmth and light, and is constantly heaving with our flowing production lines. It is a safe and creative space where women gather daily. The energy is very sacred.

Tell us about the makers behind the brand.

Our studio is filled with a diverse collective of women who collaborate and inspire each other. Whether it’s through the nimble fingers of our crocheters and sewers or the efficiency of our order packers, every contribution plays a vital role in our shared success.

We create more than fashion accessories; we weave together stories and connect generations. Each piece carries the legacy of the women who crochet for us, the wisdom of their mothers and grandmothers who passed down this skill, and the journeys of those who bead, sew, and stitch every detail. Our creations are a tapestry of lives, experiences and shared artistry.

Earth Age hats for Dior Summer25 which was inspired by South African ceramicist Hylton Nel

You’ve described the collaboration for Dior as the collaboration of a lifetime. Tell us about the collaboration—how did it happen?

Designer and creative director Edward Crutchley discovered our brand at our store in the V&A Watershed. Edward reached out and expressed his interest in Earth Age collaborating on the Dior Summer 25 collection.

We were shocked and exhilarated when Edward first reached out, but there was also something quite believable about it because we know how special the style and quality of our products are, and believed they could reckon with Dior. We were surprised, while also standing in the knowing that we were worthy and capable.

We went to the show in Paris and watched our hats walk down the Dior Summer 25 show in Paris on 21 June 2024. The feeling was surreal and indescribable. To be honest, we were all screaming and in tears. We will never forget what we saw and how it made us feel in that moment. Sheer joy, pride, and gratitude for where Earth Age has taken us.

What happens to your waste fabric?

There is minimal waste in the yarn we use for crochet because we can weave excess yarn back into the next product. Our fabric offcuts are being stored in our studio for a future patchwork range. We even go as far as storing all our fluff and tiny bits of fabric. Our philosophy on sustainability is that it is not a destination we will ever reach, but a path we continuously walk, guided by our creativity and commitment to a better world. It’s a journey of constant learning, growth, and adaptation.

We weave sustainability into the very fabric of our business, from supply chain to production to our everyday practices. Our waste is woven back into our work. Recycling practices are maintained daily. We create with natural fibres that have been gently nurtured through their journey from Earth to Earth Age.

The ceramic beads for the Earth Age hats were created by Yann Petillaut

In your opinion, what is conscious consumerism, and why does it matter now?

For us, conscious consumerism is an offering that embodies community care, sustainability, and artistic expression. In a world of mindless consumption and rapid growth, we are adamant that our strategy diverges from a traditional business mindset. We have felt no pressure to stay true to trends or mass production. When we started our business, we were constantly told we could never run our business the way we intended, and now look—we’re doing it.

Our products are handmade and take time and care to create. Designing a handmade product from scratch is a complex and layered process that consists of many hands and minds working together. Our product aligns with our values and in turn, is reflected in the quality our customers receive. More than just selling a product, we share ideas and our message: conscious consumerism is possible and there is a community ready to support, practice, and share it

What’s your opinion on big international brands collaborating with South African brands?

We will only speak to our experience which has been very positive. The biggest international brand we have collaborated with Kim Jones for Dior when we recreated our Helix Hat for their Summer 25 show in Paris. Dior was transparent in that this was a collaboration in which Dior and Earth Age co-designed the hat. The design came from our Helix Hat Beaded Brim, and Dior selected the colours and commissioned unique ceramic beads by Yann Petillaut in Paris.

Dior released a video that showcased our collaboration, and Precious, the first woman to crochet for Earth Age, was interviewed. Not only has Dior provided a platform for us to share our products, but also an opportunity to share our story. Our collaboration was expansive, rewarding and fair, and we hope to work with Dior again in the future.

Which Earth Age hat is your all-time favourite?

Difficult to say, but we are going to go with the Helix Hat Short Brim. It’s an essential, classic silhouette that can be worn in many ways. It was the first hat we ever created, so will always hold a sentimental space in our hearts.

Earth Age Helix Hat, the first hat to be created by the studio remains their most popular 

What is your favourite item in your wardrobe?

As the three founders of Earth Age, we all have our own unique sense of style. However, we can agree that we all love a good accessory to elevate a look. Currently, we love wearing our Botanical Beanie for winter, and in summer, of course, we are rocking our Helix Hats.

What are your top sustainable living tips?

Sustainability runs deep and can look different for everyone. It is a path, not a destination that can be reached or attained. So we suggest getting creative and thinking about how you can implement sustainability into your own experience. It could be starting to recycle in your home, curating a wardrobe with timeless pieces that are made for longevity, or even allowing yourself more time to rest and being gentle with your thoughts to cultivate a more sustainable mindset. Tap into what is true for you, and act.

 

• Find out more about Earth Age on their website
• Images supplied by Earth Age