Tradition pays off in sales

DA Gama Textiles' sales of its main product, the shweshwe fabric, increased by 20% last year compared with 2012.

Original shweshwe is the signature fabric of southern Africa and holds historical and cultural significance.

The company, based in Zwelitsha, near King William's Town, also experienced a bumper festive season, with sales of original shweshwe fabric up 10% in December, compared with 2012.

Da Gama home sewing division sales manager Anwar Vahed said: "Original shweshwe is the tartan of southern Africa. Just as a Scotsman won't settle for a polyester kilt, southern Africans are refusing to wear imitation shweshwe.

"They want the real thing. It's about observing tradition and preserving culture.

"In all our marketing communiqués, we have emphasised the superior quality of original shweshwe. Fake shweshwe buyers are disappointed when after a few washes they notice the quality is inferior and the fabric fades," Vahed said.

Da Gama Textiles' partnering with fashion designers and the creation of original clothing would continue. – Business Reporter