Meet The June Business Instagram Hero Winner, UNI FORM

UNI FORM is a South African ready-to-wear luxury contemporary brand, the brainchild of creative director and founder Luke Radloff which was established in 2019. Luke Radloff studied fashion at the LISOF Institute in Johannesburg, where he scooped an award for ‘best collection’, an award later won by Thebe Magugu. UNI FORM’s name is ‘a nod to the uniformed workers building the city of Johannesburg’, says Radloff about a city where draws a lot of his inspiration from. Luke has collaborated with Barrydale Weavers and The Wren Design and uses fashion as a vessel of expression and challenges conversations on sustainability and how to better improve on what is already known about it through using natural and man-made cellulose fibres for his designs, and these are 100% locally sourced. With the current lockdown restrictions impacted the traditional way of doing business, UNIFORM found a new way of doing fashion runways, through Instagram reels. On UNIFORM’s page, you find neutral, earth tones, shades of brown, linen, and minimalistic clean-cut designs.

July submissions for the Instagram Heroes awards series are now open. Enter here.

When did you start UNI FORM and what inspired you?

I created the concept of UNI FORM in 2015 but only managed to launch properly at the end of 2018.

In a few words, what does UNI FORM stand for? 

UNI FORM combines the contemporary with the familiar, drawing references from its location, Johannesburg, South Africa and translating that into ultra contemporary silhouettes.

How has the brand grown since launching and what has this journey been like for you? 

Growth has been steady and subtle, I want to create a cult following for UNI FORM, where the clothes are the focus.

The UNI FORM Instagram is visually beautiful. Tell us about the ways in which you use Instagram to grow your brand and build a community?  

I use Instagram to directly communicate the look and feel of each collection and the brand as a whole. It’s a kind of visual diary that introduces you to the brand.

What does winning the “1000 Grams of Likes” award mean to you? 

It’s very reassuring to know that my work is being noticed and appreciated and I’m very thankful for the acknowledgment.

Do you have any tips for local businesses just starting out – both in terms of their product or offering, and how they go about marketing this?

Just always stay true to yourself, as cliché as that may sound, staying true to my personal instincts not only helps guide my business but also my personal mental wellbeing and love of what I do, which I try to protect as much as possible.

What is something that 10and5 readers may not know about you as a person?

As naturally shy and reclusive as I can be, I am also an open book and very happy to share information and ideas.

What can we expect from UNI FORM in 2021? Any projects or collaborations to keep an eye out for? 

I’m planning my first contemporary artist collaboration and more garments that focus on quality and craftmanship.

Are you next month’s Instagram Hero? Be sure to submit your creative brand or business here and stand a chance to win your own ‘1000 Grams of Likes’ trophy!

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