I spoke to Daniel Sher about Good Good Good’s latest capsule collection, Broken Hearts Club.
Tell our readers a little bit about Good Good Good.
Good Good Good is a functional basics menswear brand for men of all sizes, manufactured in our family factory in Cape Town. While quality menswear basics is at the core of our brand philosophy, we have recently started to venture into designing and manufacturing more classic and technical menswear items with the aid of some very experimental fabrics.
The minimal aesthetic of our core basics range also serves as an excellent platform for us to collaborate on more artistic and contemporary menswear capsules, such as this ‘Broken Hearts Club’ T-Shirt capsule with Jana Hamman or our soon to be released capsule with South African artist David Brits, which were both showcased as part of our runway collection at SA Menswear Week.
Tell our readers about the thinking behind the name for the collection, ‘Broken Hearts Club’.
We feel that the capsule name has a bitter-sweet and very human feel to it. Almost everybody has had their heart broken at some point in their life, whether that heartbreak came via a romantic relationship or from another life situation. The humor in wearing a T-Shirt series of that name/with that phrase splashed across the front chest is something that many people can identify with and hopefully laugh at. It also hints at the small personal victory associated with rising above the emotional lows brought about by a broken heart.
What was the inspiration for or thinking behind the collection?
We wanted to release a capsule of love inspired T-Shirts for Valentine’s Day. Since our SA Menswear Week show fell on the 3rd of February, it seemed a perfect idea to use the runway as the platform in which to reveal a teaser of the capsule.
Tell our readers about collaborating with Jana Hamman for this collection.
Jana is always fantastic to work with. We’ve been very close friends for a few years now, and since I was familiar with her artistic style and inspiration, I felt that she was the perfect person to work with in order to realize the vision that I had for this capsule.
It was also very last minute, and I know she conceptualized and painted for hours the Sunday before our menswear week show. I think it’s fair to say that she killed it!
Once the illustrations were down, it was a quick and seamless collaborative process whereby we worked together to decide how and where to place them onto the T-Shirts.
Any other info you would like us to mention about the label or the collection?
We are busy working on the production of our SA Menswear Week collection, which consists of 2 parts; a standalone Good GoodGood collection and our collaborative capsule with South African artist David Brits. Later this year we also have a few exciting collaborations lined up with a few local artists as well as with some South African institutions which we tend to frequent.
The collection is exclusively available for purchase from their online shop.
