Unwrapping Plains, The Mother City’s Newest Line

The Cape Town fashion scene continues to expand, with ambitious designers finding their own unique take on the culture.

Plains was the freshest line of clothing that popped up on our feeds, having us immediately engaged with their polished garments, with simplistic tones for casual everyday outfits for the people to wear.

We were fortunate enough to link up with the geniuses behind the brand and learn more about them, their brand, and how they brought their dream to life.

You’ve recently started a fashion line of your own. Could you tell us a bit more about that experience?

We all know the drill. Starting anything by yourself is not an easy challenge and every creative in their respective lanes all have their own stories to tell, so we were keen to hear how Plains came about.

“Well, it all started with us just being cousins who grew up together. Growing up, we always kept in touch and shared an interest in fashion. We weren't fashion gurus or anything, but we liked experimenting with style.”

“As social media and hype culture took off, we started paying more attention to quality and design. In 2022, we moved in together near Cape Town’s city centre, finished our studies in Fashion and Marketing, and decided to take the plunge.”

“We wanted to create pieces we loved but couldn’t find or afford, so the idea was born.”

What was the creation process before achieving the point you’re at now?

We’re at the point where we believe Plains is established. However, to get to that point, a prior plan of action is essential, so we wanted to know what the creatives behind the brand did to reach this point.

“The process was pretty hands-on and involved a lot of trial and error. We spent years just soaking up everything we could about the local and international fashion scene – walking into stores just to look and hardly ever to buy.”

“Once we decided to go for it, we focused on perfecting our designs and using the right fabrics. Our first project was the perfect t-shirt (by our standards at least) – we tweaked lengths and widths until it felt just right.”

“It was a lot of designing, sampling, testing, and starting over, but it was worth it. And that’s how we developed our signature t-shirt – an oversized, heavyweight, everyday go-to garment that we’ve been wearing non-stop for the past two years.”

“Literally. Since then, as the brand has grown, we’ve managed to diversify our product offering, but no one can deny that every person is on the same journey to find the perfect white tee, right? Well…we found our version of that.”

How does it feel to know you’ve been able to accomplish starting your own line?

“It feels amazing, honestly.”

“There were definitely challenges, but seeing our hard work pay off and knowing people appreciate what we’ve created is incredibly rewarding. It’s great to see our vision come to life.”

“In the same breath, we’re very humble. You know…perhaps at the beginning of it all we were making garments for ourselves. We felt great knowing that no one else in the world had the same t-shirts that we were wearing. The element of exclusivity is a great tool that can add a lot of value to a product, but at the end of the day, what is it all worth if you’re not going to share it with the world?”

“People deserve to feel the same way we do when we put our t-shirt on our backs – empowered, confident, cool, and part of something bigger yet simple.”

“We’ve really matured and moved away from a mindset of making clothes for the people we are and are moving towards a mindset of making clothes for the people we want to be. This is for everyone.”

What style does your brand of clothing represent?

Moving onto the next topic, we were eager to learn more about the brand’s garments and what they represented.

“Plains is all about mixing contemporary streetwear with a bit of sophistication.”

“We’ve only done one drop which consisted of core, day-to-day garments where we prioritized versatility, comfort, and quality. It’s hard for us to tell the full story of Plains having done only one drop, as the Core Collection is just one part of a much larger vision.”

“The best way to explain the style of Plains is an Aimé Leon Dore that meets Fear Of God that meets Kith, all of which have a dad by the name of Ralph Lauren. Here you get the timelessness, silhouettes, uniqueness as well as simplicity.”

Why did you choose to go with this direction?

“Truthfully, we just love how an old blazer from your grandpa’s cupboard can be paired with a hoodie, a pair of sweats for bottoms, and a sleek pair of black brushed leather loafers.”

“Let’s not forget about the paperboy hat. You can expect to see our future collections with said elements incorporated with them.”

Who are the brains behind Plains?

We previously uncovered the two behind-the-scenes being cousins who had fallen in love with the fashion world, but we wanted to get more in-depth about their backstory and to help us understand what kind of background allowed the two to accomplish their dreams.

“Plains is basically the result of us cousins, Gidon and Zev, teaming up. We’ve always shared a passion for fashion and brought our own perspectives and skills to the table.”

“Gidon completed his studies in Marketing, with a passion for storytelling and branding. Zev completed his studies in fashion, getting a hands-on experience in the industry through developing and constructing collections of his own.”

“Both of our skills combined provided the perfect foundation on which to build a brand that resonates with people while simultaneously providing utility and value.”

With this background, what about the fashion world made you so interested in it, even going as far as to create your own line?

“Our journey started with a simple interest in fashion that grew over time.”

“Growing up in Johannesburg and Cape Town, we were both influenced by the diverse street culture. Growing up in the age of social media also granted us access to the rest of the world.”

“Our fascination led us to study Fashion and Marketing respectively, and our experiences and insights now drive the creative direction of Plains.”

What are the future goals for your brand?

Plains is the newborn baby of the fashion scene, and they’re literally just getting started. We were interested to find out what more they had planned in store for the near future.

“We want Plains to be a globally recognised brand and retail establishment that sticks to its core values – quality, timelessness, and authenticity. “

“We want our garments to be valued across generations. We want a Plains product to be just as relevant in 10/20 years’ time, as well as 10/20 years in the past.”

How do you plan on reaching that goal?

“Consistency. We know that if we maintain our commitment to quality and design, and constantly experiment and put out new styles to the public, we’ll eventually build this room that people will want to be in.”

“A brand that people can trust and know what they’re getting. Of course, we consider our audience when we’re strategizing design or marketing efforts, but at the end of the day we trust that the right people will discover Plains organically, and they’ll find a home here.”

“On a more practical level, delivering high-quality products, engaging with our community, and staying true to our brand’s ethos will get us to the bigger picture.”

“It’s about continuous innovation, collaborating with like-minded people, and telling meaningful stories.”

What advice would you share with aspiring designers?

“Our advice is to stay true to your vision and never compromise on quality. The fashion industry can be tough, but passion and persistence are key.”

“Don’t compare yourself to others, surround yourself with supportive people, be open to learning, and always focus on the craftsmanship and integrity of your work.”

“Just remember: It’s not meant to be easy. Remain focused at all times, but also remember to have fun.”

Where can one find your items for purchase?

“You can check out our Core Collection Drop I on our website at www.plains.store. Follow us on Instagram @plains_____ . This is merely the start of something bigger.”

“Very truly yours.”

It was an honour to link with such creative and determined minds within the Cape Town environment and we look forward to more launches from the two young prospects.

Do your part and check out their garments, and while you’re at it, purchase something. Supporting our local talents is the ultimate way of growing together as a community.