When was Chasing Bees born, how and why? And why the name?

When Jeff left his fashion retail career at the end of 2017, he and our son Oscar had the idea already brewing to start a men’s swim short companion brand alongside Jo’s already successful Pintuck Resort brand.

The Chasing Bees name is very direct to the heart of the brand purpose; right from the initial concept the new business would fund 1% of all business turnover to a certified conservation project. This commitment was built into our business model.

The name ‘Chasing’ in our context stands as our passion. In this case, for a project in the conservation and study of vital key indicator species which are wild honey bees and other pollinators which ensure their balanced natural ecosystems. Our benefactor in this commitment is Ujubee NPC.

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What first inspired you to start designing, creating a business? Do you remember the first Chasing Bees piece?

Firstly, we have to recognise that South Africa and the greater Africa present a fertile canvas for any small business development and entrepreneurship and opportunity if you commit to it. We are stimulated by ideas, creativity and design that inspires good living.

Our first pair of Chasing Bees swim short came off the line in a small CMT operation in the northern suburbs of Cape Town. The print was called “Sunflower” in this the element of the sunflower was put into a repeat pattern for the garment make up. Our first manufacturing order was a bold minimum quantity of 45 units of the Sunflower print short and paid for them from our family savings.

Funnily enough, now 7 years on, we have just this summer re produced that same short to celebrate Heritage Day in our beautiful South Africa and our favourite brand; Chasing Bees. Available on line and in stores now.

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‍Can you share some of your creative process? And what does the journey from idea to finished product look like?

It always starts with an inspired idea; we tend to approach all product development from the broad picture of the brand fit and lifestyle first.

We then entrust ourselves to a process of striving for authentic design integrity and to avoid imitation of other brands. Then we cement the product idea into design and pattern, the sourcing of yarn and cloth choice best suited to the garment performance. Finally, we bring in the print and colour application and the sourcing of manufacturers and finishers.

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‍Tell us about your material choices and why

The first word here is responsible choice. In making these decisions, we have to be accurate and be open to be held accountable. This accountability impacts on our environment, carbon footprint, social justness and product integrity.

Once we have satisfied this commitment, our aim is to match the best suited fabric for the garment in the best quality available. Our garments are not cheap and they are meant to wear well and hold their integrity.

All fabrics selected are specific to the needs of the garment.  As in the quick drying, durable specialised swim short fabric which is sun fade resistant. Our tees are sourced from top quality cotton yarns with long staple fibres; they do not shrink nor have seam twist. Our linen range is cut from premium linen cloth and styled into sophisticated resort wear which only gets better with wearing and washing. The printed cotton poplin and voile garments we feature are styled using our own print designs, and they are printed, cut and sewn locally. Our brand new range of Bee Kikois are designed using our own colour and stripe combinations, woven from 100% cotton yarn in Cape Town.

Because our garments begin with cloth choice, some of the specialised fabrics as in swimwear and premium linens we are bound to import these. To honour our commitment to  supporting local small business we have worked hard to add value to the imported raw materials through local design, printing, sewing, labelling and embellishing up the vertical manufacturing chain.

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As a family run business, what do you find is the most challenging and the most rewarding?

Ha… not always plain sailing be warned. We are a group of strong characters, but above all we are a team of strong people each having our own unique set of skills that have built our much-loved Chasing Bees company. We know each other very well and as a result of this respect we can have total trust in each other’s contribution. Never lose your sense of humour.

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How do your personal values shape the way you run your brand?

A very old-fashioned term of phrase; "Honesty is the best policy" (you never get caught out.. easy). We treat suppliers and customers with equal respect and err on the side of trust first before mistrust. It is a long road, be kind, be conscious.

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‍What’s your company’s mission?

We call it our purpose which is more direct. We have three main commitments. Design integrity and authenticity. Support local small business. Contribute a portion of whatever we gain from income to our conservation project.

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‍What does a “day in the life of Chasing Bees” look like? (as designers, owners, and all the roles you embody in running your family business)

Jeff: Chasing Bees Pty Ltd purpose and direction. Design and product development, finance, operations and sales. People investment.

Jo:  Creative director on all lifestyle and fashion images, media and promotion that builds brand profile. Design and product development and sales. People investment.

Sherri: Retail administration and accounts. Manages our Plett store.

Oscar: Besides working on his engineering career, still contributes hugely in design and product development. As well as technical direction.