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South African clothing companies often lack the creativity and innovation demonstrated by their counterparts in Europe, the US, and even New Zealand.

For years, South African clothing and sportswear companies have relied heavily on international brands for their design input. While the wholesale copying of garments is fast becoming a disreputable practice in Europe (with legal ramifications too), the trend in our sector in South Africa suggests much looser morals and less well-defined legal recourse.

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Indeed the rate at which CAPESTORM products are being knocked off suggests that other clothing companies are viewing us merely as a design house. While the cynic might say that this is simply business as usual, we strongly disagree.

The antithesis of innovation
Firstly, plagiarism is morally and ethically wrong, secondly, plagiarism is the antithesis of innovation – and what the South African textile, manufacturing and retail industry needs right now is originality.

Thirdly, copying reduces consumer choice and adds confusion in the market place (i.e. whose product is it actually?). Finally, in our case specifically, copying CAPESTORM products and knocking them off as cheap facsimiles in China threatens precious hard-won jobs in South Africa.

The perpetrators of garment copying are not only small companies trying to imitate, but also large companies who admire a new design and wish to pass it off as their own.

A case in point
In our sector, we are often amazed at the blatant and arrogant manner in which this takes place. For example, take a look at the two items below and see if you can discern any obvious difference. (One is a CAPESTORM original A3 short; the other is to be found hanging in a prominent sports and outdoor chain under their house brand label).

In this case, the copy is made in China. Ironically, the CAPESTORM original, made in South Africa from genuine performance fabrics is still cheaper than the knock-off. Makes one wonder who is really being ripped off? We believe it's the consumer.
 

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