For this campaign Love Jozi’s new T-Shirt collection,¬†Free Range, was modelled by a group of post Apartheid born, Johannesburg-based 18 year olds. The campaign is a collaboration between Bradley Kirshenbaum, the creator and designer of Love Jozi, and Chris Saunders and features still photographs as well as the video above.
The video, shot by Chris, shows the models – all born in 1994, the year of the birth of Democracy in South Africa – singing, and in some cases merely attempting to sing, the national anthem, Nkosi Sikelel’ iAfrika.
Chris says, “Most would expect these 18 years old to know all the words seeing they grew up in a country where the anthem is sung at all sporting events and moments of national pride, but this was not the case for all the young adults involved. In all it makes for an entertaining video which adds to the overall aesthetic of the brand.”
Find the range at www.lovejozi.co.za, including a T-shirt with the words to the national anthem printed on it upside down for easy reading by the wearer.