The House of MICAEL MATTHEWS has been influencing and defining streetwear culture with each and every T-shirt sold

Over the years we’ve witnessed the rise of streetwear brands that started with a mere T-shirt. Think back to the iconic brands BAPE and Off-White, these brands have paved the way for the cultural phenomena that is streetwear. Prior to the passing of Virgil Abloh, he left behind Free-Game, a website that essentially serves as a template on how to start a brand. It provides mentorship to young black designers and people from non-traditional backgrounds, based upon the experiences and knowledge he gained in building his successful career, assisting them in the journey of the advancement of the ownership of their ideas and brands.

South Africa is home to some of the most compelling streetwear brands and MICAEL MATTHEWS is one of them. My curiosity began with seeing multiple people, wearing these high collared t-shirts with sleeves that come down to the elbows and “MICAEL MATTHEWS” printed upside down on their chests. This happened on several occasions but for some reason I thought “it’s probably an international brand”. In doing my research, it dawned on me that MICAEL MATTHEWS is in fact a South African luxury streetwear brand.

“Streetwear has played a significant role in my life as a creative, solely because its foundation has been built on culture, inclusivity, diversity and attitude”, he says Micael Matthews

Established in 2017 by Micael Matthews, the birth of the MICAEL MATTHEWS  came from a streetwear brand Matthews established in 2015 called BABYXDADDY. This transition “refined, defined and fabricated” the concept that is now Micael Matthews. The brand is inspired by geniuses such as Jerry Lorenzo, Rhuigi Villasenor, Virgil Abloh and Kim Jones that have been  shaping streetwear culture.

What makes the brand so distinct is the detail oriented approach in ensuring that their influences, manifest into every collection. The likes of Maps Maponyane, JR, PH, Musa Keys and more have been seen wearing the brand. “With Hip-hop as the core influence, freedom and individuality as the driving force, MICAEL MATTHEWS is a house built on unapologetic stories infused with culture, history, energy and vibrance. Streetwear’s reputation is an inspiring phenomenon, it without fail evokes heart; a bond the house of MICAEL MATTHEWS has with its audience”.

The latest MICAEL MATTHEWS SS23 REFLECTIONS –  AN ODE TO THE AUTHORS OF SELF, describes “a title, a destination or feeling- we’re all part of an unfolding story. Intention is best understood through an undying desire to complete a mission. Your story is a testimony of your resilience and determination. A place in the sun casts a shadow- undeniable and present!” The brand exudes quality and to them “quality” is a flexible concept that reflects “authenticity and relatability, approach and engagement and lastly, quality in producing garments that provide comfort and confidence”. The collection is available online and at La Familia