Sometimes, the best stories start with a bold leap of faith. For Jess, the founder of Pretty Casual, that leap happened in 2017 in her parents’ lounge, surrounded by family and close friends, and a single sunflower-stamped T-shirt she dared to create. What began as an experiment has since blossomed into a thriving South African clothing brand rooted in joy, color, and the belief that “local is lekker.”
Here’s how Jess turned a love for vibrant, comfortable clothing into Pretty Casual, a brand that’s as uplifting as it is authentic.
From Law School to Lifestyle
Not every journey follows the path you expect, and Jess’s is a perfect example. After completing an LLB degree and attempting law school, she quickly realized that life as a lawyer wasn’t her calling. Instead of settling, she dared to dream—and that dream turned into Pretty Casual.
Inspired by her love for the colorful, 90s-inspired fashion she grew up with and her deep appreciation for nature, Jess set out to create clothing that felt like home: cheerful, comfortable, and unapologetically authentic. The sunflower T-shirt she printed on a whim became her proof of concept, and when a stranger complimented her design, she knew she was onto something.
Clothing That Sparks Joy
Pretty Casual’s DNA is all about spreading happiness. Jess’s designs are colorful, playful, and deeply nostalgic, evoking the carefree vibes of the 90s with a modern twist. Think clothing that makes you smile, whether it’s a sunny day at the beach or a cozy afternoon at home.
Her philosophy is simple: if clothes can make you happy, why not make them colorful and fun? From vibrant prints to effortlessly comfortable fits, every piece in the Pretty Casual collection is a reflection of Jess’s mission to bring a little extra joy into everyday life.
Proudly South African
At Pretty Casual, “local is lekker” is more than just a motto—it’s a way of life. From the very beginning, Jess has been committed to keeping every step of production within South Africa. Finding the right suppliers, pattern makers, and CMTs (Cut, Make, Trim facilities) was no easy feat, but Jess knew the importance of investing in local talent.
Every piece of Pretty Casual clothing is the result of these relationships—fabrics sourced locally, patterns cut by skilled hands, prints perfected by South African printers, and garments washed and finished by local experts.
This dedication not only supports the South African economy but also ensures the highest quality for every Pretty Casual item.
The Trials and Triumphs of Building a Brand
Jess is the first to admit she knew nothing about clothing production when she started Pretty Casual. But instead of letting that hold her back, she dove in headfirst, embracing a mindset of trial and error. Every step—finding suppliers, testing samples, learning about fabrics—was a new challenge and an opportunity to grow.
Her journey is a testament to the power of resilience and curiosity. Through hard work, determination, and a lot of heart, Jess built Pretty Casual into the thriving brand it is today.
Why Pretty Casual Stands Out
What makes Pretty Casual special isn’t just the clothes—it’s the story, the values, and the people behind it. Jess’s commitment to authenticity and her belief in the power of local production shine through in every piece.
This isn’t about fast fashion or fleeting trends. It’s about creating clothing that feels good, looks good, and does good—uplifting everyone from the wearer to the skilled craftspeople who bring each design to life.
A Brand for Everyone
Whether you’re nostalgic for the 90s, in love with vibrant prints, or simply looking for comfortable, feel-good clothing, Pretty Casual has something for you. Jess’s designs are more than just clothes—they’re a reminder to embrace joy, be bold, and never underestimate the power of a single sunflower T-shirt.
Explore Pretty Casual
Ready to add some color to your wardrobe? Discover the collection and connect with the brand:
· Website: prettycasual.co.za
· Instagram: @prettycasual_ct
Pretty Casual isn’t just a clothing brand—it’s a celebration of color, creativity, and the courage to follow your dreams.
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