Woolworths Unveils Exclusive 2024 Heritage Collection, Showcasing Employees' Art
Celebrating South African Culture Through Locally-Made, Employee-Created Designs in a Limited-Edition Capsule Collection
Woolworths has launched an exclusive capsule collection ahead of Heritage Day on 24 September for the second year. Last year, Woolies introduced its first in-house Heritage Design Competion inviting employees to enter designs, from doodles to art pieces, that capture their unique South African heritage. “We were overwhelmed by the creativity and artistic talent of our people,” said Manie Maritz, CEO Fashion, Beauty and Home. “The entries reflect the multitude of traditions and richly varied cultures within our country.”
The unique collection transforms employees’ original artworks into a vibrant range that includes men’s, women’s and kid’s clothing, homeware accessories, and is even translated into food packaging. The limited-edition Heritage Capsule Collection, crafted entirely in South Africa, not only honours local artistry but also supports the local economy.
“This year’s Heritage Capsule Collection reaffirms our commitment to celebrating South Africa’s rich cultural diversity through the creative talents of our team,” said Sonia Battista, GM for Fashion at Woolworths. “By continuing this initiative, we aim to highlight the personal stories and artistic expressions of our employees, showcasing the unique heritage that defines our nation, all while proudly keeping the production local.”
The 2024 Heritage Capsule Collection was judged by an independent panel of experts, including Suzy Brokensha, Editor-in-chief of FAIRLADY magazine, and Papama Mtwisha, fashion designer and founder of Africa Your Time Is Now. The winning artwork was by Woolworths Head Office employee Tanya Woolf.
Once the winning design was selected, it was reworked in-house to ensure it could be reproduced as a printable textile printable. The Woolworths in-house design team developed various colourway versions and scale options while preserving the essence of the original artwork. The design was then sent to a local printer for strike-offs, ensuring the highest quality production while carefully selecting styles and fabrics that best complemented Tanya's artwork. These elements were briefed to a local CMT (Cut, Make, and Trim), ensuring the entire process – from concept to final product – remained within South Africa.
The winning design is showcased and available across various product categories, including fashion, homeware, accessories, and food packaging. The food packaging features beautifully designed enamel tins for Pap Fries, Amazi Braai Bread, and Pumpkin Fritter, adding a unique cultural touch to everyday essentials.
“I am honoured and thrilled to see my artwork come to life in this special collection. Part of the inspiration comes from my mum with her creativity and inventiveness,” said Tanya Woolf. “There are some elements in this artwork that remind me of her craftwork – the embroideries she created, the hand-painted tablecloths, and the knitted or crocheted clothes she made. We South Africans are known for our colourfulness, literally and figuratively, which is where colour symbolism in this artwork comes into play.”
Tanya elaborated on the colours she chose in her design: “Blue is associated with the sky and sea; it’s calming and represents freedom, open spaces, imagination, harmony, and togetherness. As a young child, during school holidays, we travelled around the country as a family, which opened my eyes to the natural beauty all around us. This connection to nature has stayed with me, and my happy place is either by the sea or in nature – my camera roll is full of photos of sunsets, sunrises, blue skies, and beaches! Red, a colour linked to both positive and negative emotions, symbolises excitement, passion, and vitality. Black signifies Africa’s history of adversity and resilience, as well as the unity of its people. White is associated with purity and peace. The artwork encompasses the richness and vibrancy that comes from connections, whether they be with family, nature, or culture.”
The Woolworths Heritage Design Competition forms part of the business’s Inclusive Justice Initiative; a commitment to inspire inclusive growth for all by taking action against discrimination and marginalisation, and promoting inclusion and empowerment of all.
The Heritage Capsule Collection is now available online and at select Woolworths stores nationwide. Each item not only celebrates South African culture but also honours the artistic contributions of Woolworths’ employees.
