Having only existed for two years, it really is a pleasant surprise to discover local underwear label 'Undacova' is making their swift ascent into mainstream retail. Having witnessed their latest showing at AFI Cape Town fashion week in August I can vouch for the zany and quirky brand. Obviously Woolworths feels the same because as of October 13th you can buy your very own 'Undacova' underwear in their stores.
Chris Kilching, Creative Director of Undacova was a graphic designer by trade before any ideas to start an underwear label with his partner Percy Ndaba. But like the start of most great things they felt there was an obvious need for a fashion forward local underwear brand.
Naturally, Kilching has ambition to take this small and young brand and have it reach into a wider market, pressing the importance of expanding production capacity and distribution. But that is where Woolworths fits in. "Having a range at Woolworths also gives you the opportunity to explore a different segment of the market. Besides that, it brings a certain amount of stability and security which you need to build a strong brand. The deal also gives you credibility in the industry". The exclusive range Undacova have designed for Woolworths stores "sticks to the core attributes of the Undacova brand". Meaning their bold use of colour, print designs, comfort and fit will bring "quite a bit of (much needed) excitement" to the Woolworths retail environment.
The daring colour palette Ndaba and Kilching are introducing will certainly stick out over the black/white/grey briefs you have come to expect. And they only retail for around R130, which isn't bad at all.