Selfi - Empowering African Fashion for the Modern Woman – ADJOAA
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Discover the essence of modern elegance with SELFI, a Cape Town-based ready-to-wear clothing brand that embraces the spirit of the contemporary woman. Founded by Celeste Lee Arendse after her graduation from Cape University Of Technology, SELFI is more than just a label - it's a movement towards sustainable, ethical, and bespoke apparel and accessories.

Our name, SELFI, was born from the word "self," reflecting our commitment to empowering women to embrace self-care, well-being, and self-empowerment. Each collection we create is a journey of self-exploration, rooted in South African culture and identity, while keeping a firm focus on consciousness, wellness, and sustainability.

At SELFI, we believe that fashion is not just about looking good; it's about feeling good and making a positive impact. That's why every piece in our collection is thoughtfully crafted with ethical practices, ensuring that you not only wear style but also wear a sense of purpose.

Our sustainable approach to fashion extends to every aspect of our brand, from materials to craftsmanship. With a passion for preserving our environment, we carefully source eco-friendly materials to create apparel and accessories that make you feel good on the inside and out.

Join us on this journey of self-expression and conscious fashion, where the celebration of your individuality meets the embrace of wellness and sustainability. Discover the fusion of style, purpose, and culture in each SELFI creation.

Wherever you are in the world, we are delighted to bring SELFI to your doorstep with our world-wide shipping. Embrace the beauty of modernity, sustainability, and self-exploration with SELFI - your destination for empowering fashion with a purpose, on ADJOAA

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