“With the brand Selfi, I aim to design women's wear with an international feel, and pairing with ASICS Tiger, an internationally established brand, provides that platform,” says Celeste Lee Arendse, the designer behind Selfi.
Inspired by architecture, forms and patterns in nature, each Selfi garment is designed to represent an innovative twist on existing women’s apparel.
“Selfi’s free spirit and experimental work with different forms of pattern making is what makes her a perfect pairing partner for ASICS,” says Sarah Mundy, marketing manager for ASICS South Africa. “Some of the sneakers that we have in the market have similar diverse and cohesive designs to that of Selfi’s designs.”
Selfi is a Cape Town-based fashion label that wants to capture the spirit of the times, and for the first time this year she will be designing both a female and male range.
By taking part in local fashion shows taking place throughout the country in 2016, ASICS Tiger South Africa and the Pairyourself initiative continues to be aligned to ASICS’s global marketing initiatives .
