SELFI is a ready-to-wear clothing brand located in Cape Town that specializes in making sustainable, personalized ethical garments and accessories for both men and women. The name SELFI is derived from the word “self,” and it encourages self-improvement and empowerment. Each collection is designed to tap into a genuine and real aspect of the self.

    SELFI sells annual collaborations with thought leaders in the South African creative arena from its lifestyle concept store in the centre of Cape Town, South Africa. The store also houses a number of carefully selected South African designers, including Githan Coopoo, Lorne, Day Feels, Dyad, Deity Skin, and WASS Skin Care, who offer jewellery, skincare, and accessories that complement the SELFI aesthetic and ethical approach.