Smarties, Not Just Sweets…

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Is it weird that I feel like I'm mega LATE with posting because I'm five hours behind here, so I'm waking up finding that it's already the afternoon in UK.  Race, race, race, quick quick quick…

I think I'm getting Dazed withdrawal symptoms.  You leave a pasture and suddenly it's vivid green.  One of the big plus points of working there was the discoveries of bands/art/stuff in general that you'd be exposed to.  In this month's Dazed June issue as part of their South Africa special, they featured a group of kids from Soweto that call themselves the Smarteez (I THINK they're named after the sweets Smarties… I HOPE so anyway…).  Call me slow because after a bit of Googling, I think they have gotten a fair bit of press for themselves (though mainly within their own continent I might add…) but I loved this bit of insight into a subculture in what is a remote place for me.  Of course it's timely that Dazed is exposing a side of South Africa that ISN'T World Cup-related at the moment which for me is relief enough… (I'm escaping the country as soon as chants of INGERLAND start up… ). 

This film on the Smarteez sheds some light into this group that go around as DIY fashion designers who are mainly out to dress and express themselves.  Rod Stanley, editor of Dazed who travelled out with them quite succinctly puts…  

Too young to really remember the struggle for apartheid, they’re less politicised and claim that their “struggle” is now one against blandness and conformity – to them, it’s all about partying, self-expression and challenging stereotypes. As Sibu, the guy in the red cape, put it: “I was born into the free world. And some people accuse me of taking my freedom for granted. But to that I say fuck you! It’s my freedom to take for granted.”

Some people might take one look at the Smarteez and call them out as do-nothing South African hipsters who flaunt extravagance in an environment where poverty/disease/corruption is rife but with that last quote, it seems to me that within that environment it's even more admirable that creativity, imagination and self-expression should exist.  

In addition, unlike other style subcultures that dress just either to please themselves or impact an impression on others, it seems Smarteez are also conscious of their clothes making a statement that is not just for aesthetic's sake… "We are shining on a spot put up by nostalgic forms of escapism created by the likes of the Pantsulas and many other groups before us that went forth and celebrated current political situations in the most cultured of ways," says Thabo, one of the members of the Smarteez crew.  They also interestingly note that as a group, they are stronger putting even more emphasis on Smarteez as a physical style tribe.  Another intriguing tidbit is that contrasting the Sapeurs for instance from Congo, they are dead against buying things from international labels (save for trainers…), preferring instead to use local textiles and work them into their outfit, which I suppose adds to my eagerness to ALWAYS take cultural dress out of their traditional contexts in order to make them contemporary.

There's a good deal of curiosity to be had but seeing as it's unlikely I'll ever encounter a Smarteez in real life, South African photographer Chris Saunders (who weirdly I met at the Benetton shoot in New York…) has documented the Smarteez style beautifully…

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(All pics above taken for Dazed & Confused)

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(All photographs by Chris Saunders)

21 comments

  1. Wow I love the images! It’s so great that they buy from local textiles and have found a way of expressing themselves in such a colorful way.

  2. oh, this is just too too cool. I’m from South Africa, and the Smarteez have been written about a lot here. They’re so awesome and think its awesomerrr that Dazed (coolest mag, yes) is joining in. Your blog rocks, btw. Duh…

  3. Oh my GOD. These pictures are fab! I think Haidee wrote about them in that I Like My Style mag too. But I forgot to read the article – doh!

  7. YAYY South Africa!!! hahaha you can probably tell I’m south african… I love the smarteez (though I’m not part of the subculture) because they add some flavour to Jo’burg where ALOT of people dress conservatively. Wearing colours this bright definitely gets noticed! You must come down someday, we’ve got a whole lot more than just the world cup and safaris and crime going on down here, especially cuz our fashion week is coming up very soon… LOVE YOUR BLOG!! <3

  8. oh, i can never get enough south african style..it’s so different and refreshingly real. for some reason i thought there was a blog that did something like this, but i can’t remember it right now. stupid brain.

  12. I think I have the new dazed issue, but I haven’t got round to reading it yet… I definitely will now! I love the Smarteez modern twist on traditional styles in SA.

  14. Although there clothing is color and carefree they are a serious collective that has a great mission. I like what one member said in the video about not working against each other.

  15. I thought this was a brilliant piece as well! The photos are vibrant and beautiful and illustrates a part of Soweto that very few people realize exists . . .

  16. Wow This is a very inspiring post…
    I love the way they mix western clothes with their african ones… And the combinaisons of colors is just great..
    It’s true, they don’t need to apologize for what other had to go through…
    Thanks for the post!
    http://valentineavoh.blogspot.com/
    -Belgian fashionista-

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