A quick, relatable and relevant reflection of culture with an image & some funny textSome call them a way of life, others say that they spark joy. But almost everybody agrees that they have taken over our feeds and messages. We share them, we make them, we love them.

They are #TheGreatestTrendOfOurGeneration.

They are MEMES.

MEMED | Summer 2020

The campaign is about looking at life with a comical view and celebrating the quirks of urban life and spirit. With our screen times going up and meme games becoming stronger this campaign is a witty take on life situations, aspirations and a lot of daydreaming! This Summer, we bring to you a collection that’s made for having fun in. Fluid styles and playful details in supple fabrics like crepe, lace & Supima cotton for men & women. The refreshing blues, vivid yellows, airy whites and other lively hues of the palette add zest to your wardrobe this season.

Check out some of our favourite picks this season and discover how we like to style them:

Women The Summer Date Blouse

The bright coral hue of this blouse with the ruffle detail makes it fun & chic addition to your summer wardrobe. For a dressy look, Wear it with crisp beige trousers and strappy heels. To dress it down switch it with basic denim and geometric statement earrings to complete the look.

The Tinsel White Sundress

The quintessential sundress for the season, it has a mandarin collar and drawstring to cinch in the waist. Wear it with pink suede sneakers for a stroll around town or silver heeled sandals and a box clutch for drinks with friends at the bar.


The Crew Neck Supima® T-Shirt: Pink Lemonade Your favourite Supima® crew neck in an all-new colour. Subtle enough to be worn to work, comfortable enough to keep you going all day. Wear it with light blue jeans or chinos, layer up with your favourite shirt for a party and wear it with grey sneakers to complete your summer look.

The Untucked Shirt: Light Blue

The ultimate summer staple made for the warm days. This shirt looks the best when worn untucked. Full of charming details it has a binding detail at the hem in an accent colour, cut & sew at side seam and dart at back for a better fit. Wear it with dark wash denim and white sneakers for a sunny day out.

Discover the shirts, jumpsuits and much more as this summer we get #Memed.