Tiger Blue, the premium denim craftsmanship brand, is proud to announce that its founder, Etienne Joubert founder and Wilrien Strydom head of design and product development have been selected to showcase his designs at the prestigious South African Fashion Week (SAFW) Spring/Summer collection. Joubert and Strydom’s collection will be featured in the ISUZU show on Friday, April 25, 2025.
Tiger Blue was born from Joubert's passion for authenticity and the heritage of workwear. Inspired by the origins of denim as a hard-wearing fabric for miners in the late 19th century, Joubert focuses on raw selvedge denim. He explains, "Tiger Blue Raw Selvedge is unique; it’s a mindset, a journey of discovery, and it’s about being real, authentic, and tough." The brand's philosophy, "Born to roam, made to endure," reflects the lifestyle of those who wear Tiger Blue, individuals who embrace adventure and demand durability from their clothing.
Joubert' and Strydom’s designs balance tradition with innovation. While staying true to the essence of authentic raw selvedge denim, Tiger Blue has expanded its offerings to include hard-wearing cotton tees, leather holsters, genuine leather belts, selvedge chore jackets, and soon, sneakers.
"SA Fashion Week is an exceptional event, and we are incredibly privileged to be showcased," says Joubert. "It showcases such a diverse array of design and product on the biggest stage in South Africa and takes us to a global audience."
Tiger Blue was established in 2022, the Year of the Water Tiger, and has since partnered with brands like Zeitgeist and retailers like WeAreEGG. Looking ahead, Joubert envisions Tiger Blue becoming a global brand.
Tiger Blue is a premium denim brand founded by Etienne Joubert. With a focus on raw selvedge denim and a philosophy of authenticity and durability, Tiger Blue creates clothing for individuals who are "born to roam" and demand garments "made to endure."
