Cut from History: Cape Union Mart Releases Limited-Edition 90th Anniversary Jackets
Outdoor retail brand, Cape Union Mart has been shaping the adventure and exploration landscape in South Africa for the past 90 years. Now, an exciting release serves to mark its significant milestones in the areas of sustainability and product innovation.
Founded in 1933 by Philip Krawitz, Cape Union Mart emerged as a beacon for adventurists, tourists and explorers seeking exceptional products and a unique shopping experience. Since then, the retailer has expanded to 241 stores across the country and currently employs 2562 employees.
Join in the celebrations
To commemorate its 90th anniversary, Cape Union Mart is set to release 90 unique, one-of-a-kind jackets crafted from cut fabric. These limited-edition jackets symbolize the brand’s journey — weaving together threads of history, sustainability, and dedication.
These bespoke jackets are available in store at Canal Walk, Gateway, Tygervalley, Quay 4, Sandton City, Mall of Africa and Menlyn.
Cape Union Mart’s growth and success in part is due to its extensive product range and equipment all geared towards meeting the needs of a diverse customer base with sustainability and product innovation being at the core.
Of course, if there’s one jacket the brand is synonymous with, it’s the signature K-Way puffer jacket. It’s only fitting that the brand’s 90th year milestone be celebrated with this much-loved K-Way product. If you are yet to invest in a K-Way puffer jacket, now is the time, and if you need more convincing, then check out our comprehensive review of the K-Way puffer jacket here.
Local manufacturing with sustainability at its core
Odile Hufkie, Marketing Manager for Cape Union Mart, says, “There are many ways in which our business prioritises sustainability and just one of these has been our journey towards local manufacturing. We launched the K-Way factory based in Ottery in 1980 which currently employs 267 people who specialise in apparel manufacturing.”
The K-Way factory has been upgraded throughout the years to become more environmentally friendly. The utilisation of grey water allows for a saving of 3 million litres of water per year and 25% of total electricity is produced with solar. The factory also produces enough excess power which is sold back to the city of Cape Town.
The K-Way Sewing School also seeks to upskill and train not only factory workers but local community members too providing them with artisanal skill sets.
Local manufacturing also has a significant benefit to Cape Union Mart’s customers as Hufkie explains, “By investing more in local production, the business ensures better pricing and exceptional quality for its customers. This approach also bolsters the local economy and has reduced the carbon footprint previously associated with exports.”
Another key part of Cape Union Mart’s sustainability pillars is the quality and longevity of its products which, through technology, ensures longer lifetime wear and durability. Current research into the impact of fast fashion says around 100 billion garments are produced each year and 92 million tonnes end up in landfills.
The need to keep clothing out of landfills as much as possible resulted in Cape Union Mart launching its Repair Café just last year. Launched at the Cape Union Mart Canal Walk Adventure Centre in Cape Town, customers can have their K-Way jackets washed, repaired or even re-sized.
“Our focus is to ensure we extend the lifespan of all fabrics whilst sourcing materials from reputable, ethical and accreditable suppliers. Our popular down jackets are made from sustainable alternatives including Re:Down which is collected as a byproduct from consumers, cleaned and re-purposed into our clothing,” says Hufkie. “Even the K-Way sleeping bags are filled with REPREVE, a 100% recycled material made from plastic bottles that were destined for landfills and the ocean.”
From a product innovation perspective, there are several firsts from Cape Union Mart, including being the first retailer to introduce a breathable waterproof jacket using Gore-Tex technology in 1982, while in 2004, the first down K-Way jacket, called, Thet Aspen Down Jacket, first appeared on shelves. This innovation showcased the brand’s commitment to staying at the forefront of the outdoor apparel market.
Cape Union Mart collaborates with leading fabric manufacturers to create garments that offer superior protection against harsh conditions while still being lightweight and comfortable. Other technology that drives Cape Union Mart’s product innovation includes Moisture Manager technology, featuring prominently in K-Way’s Pulse Collection, which gives the fabric rapid drying abilities with exceptional stretch to ensure comfort and freedom of movement. The Thermalator Fleece technology is another product innovation offering wind resistance and is a great space-saver in backpacks.
“We continue to redefine outdoor gear by introducing cutting-edge technologies and materials which will elevate the performance, comfort and durability of all outdoor enthusiasts,” says Hufkie.