Style With Substance: Miné Gouws on Designing for the Now and Next

In an industry driven by speed and spectacle, Miné Gouws is choosing substance. The Johannesburg-based fashion designer and merchandiser has quietly carved out a space where intention, innovation, and identity take center stage. With over two years at the helm of design and product development at the Studio 88 Group of Companies, Miné is redefining what it means to create fashion that lasts,visually, ethically, and emotionally.

We first spotted her influence during the Studio 88 SS23 Skhanda World Collection Launch in 2023. While many admired the vibrant streetwear on display, Miné had already spent months weaving the ideas, logistics, and cultural cues into garments that made a statement far beyond the runway. In this conversation, she opens up about her journey, design philosophy, and how she’s navigating a constantly evolving industry,one mindful stitch at a time.

On Stepping into the Skhanda World

Q: The SS23 Skhanda World Collection generated serious buzz. What was your involvement in the launch—and what did it mean for you?

“When I first joined Studio 88, I was handed the Skhanda World project mid-development. It was daunting, but I believe being thrown into the deep end often brings out your best. For SS23, I handled sourcing from manufacturers, worked closely with K.O. on final design approvals, and coordinated the fashion show execution.
Since then, we’ve launched two more impactful seasons. Skhanda World resonates deeply with me—it empowers people to embrace their identity boldly and authentically. It’s more than fashion; it’s community, culture, and giving back.”

Q: You’ve been with Studio 88 for over two years now. How has the brand shaped your outlook?

“It’s taught me that fashion isn’t just about being trendy—it’s a form of self-expression. Working here made me bolder and more experimental. I’ve learned that being ‘trendy’ doesn’t mean fitting in, it means being true to yourself—and wearing that with pride.”

Q: What challenges come with balancing design and merchandising?

“Quality vs. cost is a daily struggle. High-quality fabrics cost more, but they’re necessary for sustainability and craftsmanship. The rise of ultra-fast fashion brands like Shein has changed the game—consumers want trendy clothes at dirt-cheap prices, often unaware of the hidden human and environmental costs.
Also, the fashion cycle waits for no one. One delay can derail an entire season. Amid the chaos, I focus on one principle: one thing at a time. It keeps me grounded.”

Q: Sustainability is a big part of your identity. How does it influence your work?

“It starts from the first sketch. We prioritize durable fabrics, and over half of my collections are produced locally. That allows us to monitor fair labor practices and cut down on our carbon footprint.
I also design with versatility in mind—fewer pieces, more styling options. Sustainability isn’t a checkbox for me. It’s a mindset woven into everything we do.”

Finding Her Voice

Q: How would you describe your design signature?

“My style balances functionality and expression. I aim to create garments that complement a lifestyle, not compete with it. My designs are for people who don’t shout, but still want to be seen—subtle distinction over loud trends.”

Q: What do you think needs to shift in the fast fashion space—and how are you leading that change?

“We need to shop with intention. Not everything should be about status or labels. I want to create pieces that can hold their own next to global brands—but are proudly local.
True style isn’t about wearing what everyone else is. It’s about standing for something real.”

Q: Take us through a typical day in your role.

“My mornings start with sample approvals, costings, and admin. After that, I dive into trend forecasting and design development. I present ideas to K.O., we refine them, and then move to sampling and buyer approval. Once confirmed, we initiate production.
It’s a dance between vision and execution—and that’s what makes it exciting.”

Q: You say you love ‘thinking outside the box.’ Any real-life example where that mindset paid off?

“Absolutely—especially when blending trend data with creative intuition. I analyze what performs in-store, then tweak new designs to be both unique and retail-ready. Finding that sweet spot between innovation and commercial viability is where I thrive.”

Q: Which designers or artists inspire your work?

“Dr. Pachanga’s playful use of color and celebration of African identity really inspires me. I like to include unexpected textures or small quirky elements in my pieces—like a hidden label or quote.
But above all, my biggest inspiration is my Creator. I see my creativity as a gift and believe design should always have purpose behind it.”

Q: Where do you see yourself and the SA fashion industry in five years?

“I’ve just started designing for Playboy, which has been creatively rewarding. Long term, I want to collaborate more and give back by mentoring younger designers.
I see a more connected industry ahead—one where we support, uplift, and build with each other. It’s time to take local fashion to the global stage.”

Featured Collections

Spring/Summer 2024

Autumn/Winter 2024

Miné Gouws isn’t just shaping garments, she’s shaping culture. With each collection, she threads together purpose, identity, and evolution, proving that the future of fashion isn’t just fast, it’s intentional.

Keep Up With Miné Gouws