WHO WE ARE
Freedom of Movement was founded in 2013 by brothers who had a passion for design and entrepreneurship, as well as a dream to create a proudly South African lifestyle brand.
Growing up in a house of 4 boys, all very sociable and absolutely crazy about sport, our parents had their hands full more often than not. To maintain some form of order our Dad introduced a house rule called ‘Freedom of Movement’. ‘Freedom of Movement’ had to be earned through hard work and personal discipline.
So, if your academic performance at school was satisfactory, you would have earned ‘Freedom of Movement’ meaning that you have proven that you are capable of making your own decisions, and able to take responsibility for your own actions. This laid the foundation for our boys to understand the importance of managing our own priorities. In 2013, after having qualified as a civil engineer and chartered accountant respectively, we finally felt like we have earned the Freedom to make our own moves.
HOW IT STARTED
At the outset, our vision was to create a proudly South African lifestyle brand that was founded on the core principles of quality, longevity, value and worth. We saw leather as the one raw material that epitomised all four of these principles and it was therefore a natural starting point for us to form the core of our aspiring brand. Leather is known for its quintessential robust and timeless appeal, and nothing quite tells a story like a well-worn leather bag.
As such, we launched the business in 2013 out of a small room at the University of Stellenbosch, with one leather craftsman called Benjamin and one very old traditional leather-stitching machine. After a few months of prototyping and hard work, we had developed two products that we could take to market. The Benjamin, a traditional leather briefcase, and The Bobby, a full leather adventure backpack were born.
We have since continued to improve and grow our product offering that now includes a wide range of premium lifestyle companions. All our core products have unique names and identities, as we want our customers to personally connect with their chosen companions that share in their own lifestyle and adventures.
We aspire to create a globally recognised, proudly South African lifestyle brand,
with the aim of inspiring others along the way to create their own destiny and live
their lives with true FREEDOM OF MOVEMENT: the Freedom to Dream | the
Freedom to Explore | the Freedom to Create.
Majority of our products are meticulously crafted in South Africa with the aim to grow our Brand, and, with this directly as well as indirectly play our part in boost-
ing the local economy through job creation.