Freedom of Movement: A South African Lifestyle Brand

Founded in 2013 by two brothers with a passion for design and entrepreneurship, Freedom of Movement is a proudly South African lifestyle brand that has captivated the hearts of those who seek quality, durability, and functionality in their everyday accessories. With a background in civil engineering and chartered accountancy, the founders combined their academic experiences with their personal love for craftsmanship, aiming to create a brand that would embody the essence of freedom—through style, design, and hard-earned success.

Growing up in a household filled with four energetic, sport-loving boys, the brothers’ parents enforced a house rule known as ‘Freedom of Movement’. This rule, introduced by their father, was a way to instill discipline and the value of hard work. ‘Freedom of Movement’ was earned when a child demonstrated academic excellence and self-discipline. This concept of earning the freedom to make decisions and be accountable for them laid the foundation for the brothers' future endeavors in business. With hard work and determination, they eventually earned their own ‘freedom’—the opportunity to make their mark with Freedom of Movement.

How It All Began

The birth of Freedom of Movement was rooted in a desire to create something distinctly South African—an aspirational brand that combined quality, longevity, and value. The founders identified leather as the perfect material to represent these core principles, leading them to launch the brand with an initial focus on leather goods.

Starting from a small room at the University of Stellenbosch with one leather craftsman, Benjamin, and an old traditional leather-stitching machine, the brothers worked tirelessly to bring their vision to life. After months of prototyping and perfecting their craft, they introduced their first two products to the market: The Benjamin, a classic leather briefcase, and The Bobby, a full leather adventure backpack. These pieces, which showcased meticulous attention to detail and timeless design, marked the beginning of a successful journey that would see the brand grow into a prominent player in South Africa’s lifestyle fashion sector.

Growth and Evolution

Since its humble beginnings, Freedom of Movement has continued to evolve and expand its product offerings. The brand now includes a wide range of premium lifestyle products designed to accompany customers through every aspect of their lives, whether for work, adventure, or leisure. Each product in the collection carries a unique name and identity, reinforcing the brand's mission to connect with its customers on a personal level. The idea is that every item becomes a companion for the customer, reflecting their lifestyle and supporting their journey.

The Mission Behind the Brand

Freedom of Movement aspires to be more than just a brand—it seeks to be a symbol of personal freedom, responsibility, and empowerment. Through its commitment to producing authentic, high-quality products, the brand connects individuals with items that align with their values and support their diverse lifestyles. Whether it’s a handcrafted leather bag, a wallet, or any other companion, Freedom of Movement products represent not only luxury but also a philosophy grounded in discipline, hard work, and freedom.

With each piece crafted to last, the brand remains committed to delivering authentic products that reflect the spirit of South Africa while offering unparalleled craftsmanship. Freedom of Movement continues to inspire customers to live life with purpose and style, knowing that they are supported by products that are as durable and unique as the journeys they embark on.

Discover More

To explore Freedom of Movement's exceptional collection and learn more about their story, visit their official website.