Styled by Jason Basson, Photography Travys Owen
Castle Lite is the one of the biggest premium brands on the continent and strives to always go BIG in a unique and fun way. Innovation is the M.O of the brand and the consumer is always at the centre of everything it does.
It has also aimed to push their innovation beyond the product and this evident with its successful hip-hop collaborations over the last few years.
According to Silke Bucker, Castle Lite SA’s Brand Director, lifestyle and fashion are quite an untapped market when it comes to beer and Castle Lite wanted to do something different, and target a totally new and different market.
Enter Thebe Magugu’s Extracurricular collection that translates to freedom, is light hearted and is simply about having a good time with friends. According to Bucker, it was a no-brainer to collaborate with #GQMOTY2020 Designer of the Year Award winner, Thebe Magugu. He had been on the brands radar for some time and was the first choice when they decided to launch a fashion range.
Thebe Magugu’s ethos has always been to create clothe clothes that are aesthetic but also have a functionality to them. ‘I feel like a lot of people will gravitate towards this collection because it caters and has a bit of everyone in it,’ explains Magugu.
The collection is made for the urban nomad. It’s about how your clothing enables you to do so much more as life has become quite demanding. We’re always on the move, from work, to play, to a number of social engagements and obligations. This resonates with Castle Lite which allows you to do more, it is a light beer that allows you to remain in control while still having fun and simply doing life.
Clearly, it’s a perfect marriage as Thebe Magugu’s values align so perfectly with Castle Lite’s ethos and values that include innovation, being a proudly African premium brand, that stands for authenticity and allows you to freely be, move and live your best life.
2020 has been quite heavy and this collection is something light and fun and very easily to play around with. The clothes are not overly branded because that is not what this is about. It’s about creating something unique, accessible and aligned to both Castle Lite and design extraordinaire, Thebe Magugu.
Shop the CLD x Extracurricular Limited-edition here.
Watch GQ Editor-in-Chief Molife Kumona chat to Castle Lite SA’s Brand Director, Silke Bucker.