Plain Tiger Spotlight: FIELDS
Iconically Human
By Renee Fortune
If there ever was an example of the circularity of life; in a microcosm, it would be the story of how Mikael Hanan founded FIELDS. Hanan was the co-founder of Superbalist, one of South Africa’s largest e-commerce retailers. Back in the days of yore, it was called “Citymob” and its first offices were at the top of a tall tower (the walk certainly made it seem so) in the Old Biscuit Mill in Woodstock, Cape Town. Fast-forward to 2018 and Mikael’s barrier-breaking brand, FIELDS has its flagship store at The Old Biscuit Mill. Good fashion is the brand’s raison d'être, but the principles that underpin his business model have evolved and changed – FIELDS is a part of a new movement in fashion, and in South Africa, it’s leading the charge.
FIELDS is menswear. It’s connection, impact and physicality. It’s a brand with a unique selling proposition – fashion does not have to harm the planet or its people. That proposition is the golden thread that weaves its way through everything that FIELDS represents, from its distinctly urban aesthetic to its tailored designs.
Most importantly, FIELDS is ‘proudly South African’ in every sense. And in a very real way, it is a brand that is confronting the misconception that, ‘made in South Africa’ cannot become just as ubiquitous as any other label with origins in another country. And why not? South Africa is a nation with a rich natural heritage – it has the resources, it has the raw materials and it definitely has the talent. Add these together and what we end up with is a brand that stands firmly on its own two feet as something that a country can be proud of. It is, after all, about the bigger picture.
As Hanan elaborates: “I believe that there is a growing tribe of multifaceted men who need a wardrobe to suit their lifestyle. Our trans-seasonal and sustainable approach has always been part of our brand identity and we hope to find more people who will resonate with this philosophy. Our aim is to showcase the quality that can be sourced and made in Southern Africa and to shift a mind-set. This may be our toughest challenge yet!”
As Hanan elaborates: “I believe that there is a growing tribe of multifaceted men who need a wardrobe to suit their lifestyle. Our trans-seasonal and sustainable approach has always been part of our brand identity and we hope to find more people who will resonate with this philosophy. Our aim is to showcase the quality that can be sourced and made in Southern Africa and to shift a mind-set. This may be our toughest challenge yet!”
FIELDS strives to be environmentally and economically sustainable. Let it be known and understood that these are not mutually exclusive notions. Certainly not in the case of visionaries like Hanan who see the future of fashion as a completely different entity to what we see on the rails right now. For Hanan, it’s about the long-term.
Natural fibres, chosen for their breathability, longevity and superior quality are sustainably sourced for garments designed and created by FIELDS. The wool in all FIELDS garments are Responsible Wool Standard (RWS) as well as OKEO-TEX Standard 100 certified. The mohair used can be traced back to its origins and more than 80% of the cotton used is sourced through Better Cotton Initiative (BCI).
Browse the FIELDS collection and you’ll see collaborations with a range of African artists including Buhle Nkalashe, Lwando Dlamini and Michael Chandler. FIELDS is as much about protecting the earth as it is about promoting the talent of African creatives in a way that makes art wearable. And art is not temporary, it’s not fleeting, it’s not part of throwaway culture. Instead, it’s something to be kept, cherished, used, reused and passed on.
The factories that produce FIELDS clothing are responsibly-run, pay their artisans fairly and treat their employees with dignity. On a weekly basis, the FIELDS team collaborates with these factories to find ways to learn, improve the quality of its garments and minimise wastage. For FIELDS, brand growth is connected to community growth, which is connected to industry growth – and the positive chain reaction goes on.
FIELDS is designed and created for men who appreciate the texture of craftsmanship of high-quality clothing. They are men who appreciate and value the backstory behind the clothes they wear. They are appreciators and aficionados of local art, sustainability and slow fashion – they are the new generation of conscious consumers that we hope will turn the tide against some of the world’s most pressing concerns.
In its statement prints and limited edition silhouettes, there is something iconic about the FIELDS aesthetic. At the same time, there’s something very ‘human’ that underpins this brand. Iconically human – we like the sound of that.
