Siko Republik launches The Movement of Culture
Johannesburg; 03 February 2020 : Proudly South African athleisure brand, Siko Republik, launched a campaign called ‘The Movement of Culture’ on Friday 31 st January at the historic Constitution Hill in Johannesburg. The campaign showcased Siko’s classic new range for 2020 named “Gugulethu (our treasure)” which was inspired by one of the co-founder’s late mother. Luxury fashion and athletic wear are no longer two distinct worlds. The rise of luxury athleisure wear or activewear is an example of the increased cross-sector convergence. The influence of athleisure on luxury fashion is undeniable: it has profoundly changed the way we dress. “Consumer desire for a multifunctional wardrobe is driving the athleisure market”, says Jabulile Gwala, Co-Founder of Siko Republik. “Health is the new wealth and women are becoming more conscious about taking care of themselves and they want to look good while doing it, so they are choosing brands that represent who they are”. Founde