Fuelled and inspired by township style, expression and individualism, Floyd Morapedi Manotoana is also not one to be boxed in by what is expected. His Floyd Avenue Apparel brand espouses not only locally routed attitude, but a globally minded vision.
Storytelling through clothing is a capability only a few creatives can master. Floyd not only tells tales of the urban mover and shaker, but it is also weaved into the very threads we see in the many runways his collections have shown in.
His belief in the freedom of letting who you are determine the achievements you can get to, is one such reason he is partnering with ISUZU, a brand that enables access to emotions driven by enduring motion.
In our conversation with him, Floyd unravels what gives him the desire to create.
Q&A
1. What is your earliest memory of fashion?
It was a Valentino golf t-shirt and linen Cerruti pants that my mother had bought for me for either Christmas or New Year's, I don't think I've ever been more in love with an outfit ever again.
2. If you weren’t in fashion design, what else do you think you’d be doing?
I would be a civil engineer, after matric that's what I studied in my first year. I then moved to fashion.
3. Do you think local fashion has changed for the worst or better? Why do you say so?
It changed for the better, we are in a beautiful transition where Africans are invested in consuming African product and by so doing encourage us designers to design at an extremely high level so we can compete globally.
4. Are there any fashion or style icons that you are inspired by? (Past or Present)
My favourites would be Andre 3000, Felipe Mazibuko, Riky Rick and Grace Jones
5. Take us through your design process. How do you go about creating a design piece?
In all honesty I design what I want to wear and from there I build practical, exquisite pieces that rise above trends with impeccable tailoring.
6. How are you able to balance functionality and aesthetics in your designs, creating pieces that are wearable and stylish?
I come from an engineering background, so the foundation of my designs is quality, comfort practicality and exquisite design, everything we create is built on these ideals.
7. How did you hear about the fact that ISUZU was looking for designers to collaborate with?
Through a SA Fashion Week call out.
8. Tell us more about the designs you submitted to ISUZU and how that got you the partnership with the brand?
We designed the collection to depict an urban warrior that is able to transition through the terrain of a mad city life to the greater outdoors with ease.
9. From a design perspective, what message or feeling do you hope to evoke through the pieces created for the ISUZU VentureGear Collection?
Our mission statement “IN FUNK WE TRUST” is a short philosophy descriptor of why we exist as a brand. Our design codes are deeply seeded in FUNK as a way of expression.
When I personally think about ISUZU, I can’t help but be reminiscent of the greater outdoors which is what we hope to emphasize with this collection.
We have titled this collection “IN DUST WE TRUST’ which is obviously derived from our mission statement. This is what we will print on our tote bags, back of jackets, socks and T-shirts
We have some design characteristics in common as brands, we use quality to inspire exquisite designs that rise above trends, impeccably manufacturing for unadulterated comfort and fun.
10. What's next for the Floyd Avenue brand, and are there any upcoming projects or collaborations that your audiences can look out for?
More pop-up shops, we are currently in talks with 2 boutiques which we will soon supply. Our focus is currently on gearing up to increase access to the brand globally.
Join ISUZU at SA Fashion Week AW25 on Friday, 27 September 2024 at Melrose Arch.
