Out here in the skattieverse, if there is one thing that excites us and makes us bounce around like kids who’ve found a secret candy stash, it’s discovering hot new local brands that we didn’t know about. Even more so when they are into menswear. Such is the case with ‘Fiction, Lies and Filth’. When we came across their lookbook and website, the whole thing looked so complete and resolved we assumed that they’d been around for a bit. Imagine our shock then when we got in touch with one of the owners, Chris Dell, who told us, “The brand launched on Monday 15 June 2015.” That is literally three days ago!
However, the brand didn’t just pop out of nowhere, “We have been planning for 8 years and we registered the name 5 years ago,” he tells us. The team is made up of Chris, Anton Steinlechner and Neil Aaron, all Durban boys. Neil and Chris studied graphic design together, and eventually worked with two of the country’s biggest retailers, across graphic design, fashion buying and trend forecasting, whereas Anton owned a label before, and has since been working for a structural retail design company.
Last week Sandiso wrote a couple of pieces here on Skattie about the rise of locally designed and manufactured men’s streetwear brands. One article focused on the inclusion of streetwear brands at SA Menswear Week, and the other on streetwear retailers including young designers like Lukhanyo Mdingi in their offering, thereby bridging the gap between runway fashion and streetwear.
It is something we feel very strongly about, hence our excitement when we see brands that seem well thought through, and planned over time, with a special emphasis on quality. We asked Chris about how they will ensure sustainability and consistent quality. “We are all about creating a high end product that is somewhat minimalistic, but if you look closely you will see lots of subtle details that we feel take our garments to the next level. We are very proudly South African and we do all our manufacturing locally. However if we can’t find fabrics locally that are up to the standards we are trying to maintain, then we will then import them,” he adds.
Fiction, Lies and Filth is currently only available online, at www.fictionliesandfilth.com. However, if you’re in CT, the team does offer private viewings at their Woodstock studio, “where u can get a better feel for the quality of the garments and make sure you get your perfect fit, we also give style advice on different looks. To arrange this you can contact us on email@example.com, or just drop us a message on facebook.”
Lookbook images shot by Ricardo Simal
Model: Ollie Teddy
Bravo boys! we got our eyes on you.