Think of arguably the world’s oldest workwear brand, Sweet-Orr, and immediately, images of vintage denim come to mind: the type of hardworking fabric and silhouettes that revolutionised workwear the world over and would go on to spark a cultural obsession to inspire countless generations to come. Today, Sweet-Orr is a leader in workwear, supplying some of the toughest and most demanding industries. But outside of this reputation, Sweet-Orr has also been coveted by design devotees and collectors around the globe. To recognise its unique contribution to denim and utility workwear a partnership with legendary Cape Town retailer Lemkus was unveiled, launching an exclusive range of garments inspired by Sweet-Orr’s celebrated ‘Ace of Spades’ workwear range.
Lemkus and Sweet-Orr are both legacy brands operating in South Africa since the 1930s. This partnership is a celebration of the two companies’ history, bringing together sneaker and apparel street culture with utility workwear. “Lemkus is a space for consumers looking for classic and truly timeless Americana,” says Vanessa Govender – Head of Product Development. “When you buy a Sweet-Orr garment, you’re not just buying a garment; you’re buying into a piece of heritage. This is but the beginning, an introduction to our great archive of vintage Sweet-Orr workwear.”
The partnership between the two heritage brands officially launches this month. “The store encapsulates our 150-year rich history through a tactile brand experience where visitors can see and invest in truly classic garments steeped in history and culture,” says Brandon White – Head of Channels. “It will be a shopping experience like no other.” See the range here [Lemkus store] and visit the Lemkus store at 26a St Georges Mall, Cape Town.
Discover the cultural impact of Sweet-Orr
When Sweet-Orr was founded in 1871 by James Orr, along with nephews Clayton and Clinton Sweet, a new era of workwear was ushered in.
Sweet-Orr’s humble origins in Wappingers Falls, New York, were only the beginning. The brand would go on to cross the Atlantic and expand its business in the United Kingdom, before eventually establishing itself in South Africa in 1931. From there, the brand went on to create significant milestones for itself: not only did Sweet-Orr become the official supplier of the American Boys Scouts’ uniforms, but it went on to dress the US armed forces for World War I and II. It was also a leader in innovation, being the very first workwear brand to introduce pre-shrunk garments with sanforised technology.
The New York Times published that Sweet-Orr is arguably the first commercial producer of the blue jean. As such, it sparked the birth of a fashion staple that would last in popularity for more than 150 years. It was easy to see the appeal. The garments were durable and comfortable, but they spoke to the post-industrialisation lifestyle. Driven by clever campaigns – like the tug-o-war contest – the company was soon cemented as a cultural phenomenon and, eventually, a cornerstone of vintage Americana. In the early 1900s, Sweet-Orr launched its legendary ‘Ace of Spades’ collection, designed to be rugged workwear, but surprisingly took on its own legacy and became a global vintage icon. Today, these collectors items are auctioned globally at high value; it’s testament to the undying appeal of the brand.
It’s no surprise then that the brand would hold the enduring fascination and admiration of people around the world. Today Sweet-Orr is coveted as much for its contribution to workwear as for its last effect on fashion – being quite literally woven into the very fabrics of history and cultural expression. As such, the partnership with Lemkus seeks to celebrate that. Visitors and shoppers at Lemkus will experience the magic of Sweet-Orr first-hand and have an opportunity to own pieces from the legendary brand. here:[Lemkus store].
