Cameron Lovemore’s surname is incredibly apt – especially as our conversation unfolds, and it’s clear that his brand Brunch Club’s origin story is as earnest as its latter and present success, as one of the most exciting streetwear brands sweeping South Africa’s scene. The new generation of streetwear founders and designers have grabbed the baton themselves; and intend to do big, big things with it. As Cameron tells me later, he and contemporaries such as the homies at Broke are seeding a streetwear ecosystem in which everyone can have a seat at the table; the ‘we all need to eat’ sentiment is ripe, and so critical if our fashion scene is ever to see out longevity and expansion.
The brand’s signature’s are developing, and are punctuated by bold use of colour – with a specific shade of blue (cornflower-esque) as a visual footnote – and the name itself, playful and inviting, is a nostalgic nod to Cameron’s cohort of creative in high schools; who, in a rigid traditional school in Graham’s Town, were not into rugby and all said camaraderie. What Breakfast Club was to misfits of the ‘80s, so Brunch Club was Cameron’s crew, and the name has since stuck. Around this time, Cameron tells me how the idea of apparel as a career first struck, ‘’In high school I was always trying to make money, and I managed to get some designs that I had made for our houses (school houses) hoodies – and I got the opportunity to run with that. That was the first time I was introduced to how anything is made in fashion – like print methods, embroidery – construction. The goal then wasn’t to be cool or do something very meaningful, I think, the goal was to have extra pocket money. The idea of Brunch Club was born from my friend group – we are a bunch of creatives navigating this very traditional environment – and we were also quite naughty, and Breakfast Club was our favourite movement. We would meet at brunch time every day at break – so the name stuck. I made us a few more and they liked it. It was plain tees that I had sourced and worked on myself to differentiate.” This first taste of production and retail stayed with Cameron – and he went onto supply schools and universities with matric jackets, jerseys, hoodies for around five years – intermixed with an annual ‘Brunch Club’ shirt release. After leaving university, it was clear to Cameron that this is what he wanted to do full time – particularly in the creative space of fashion.
Like many creatives, COVID was a driving force – in its simultaneous devastation and incubation of careers and pathways – for brand ideas and visions to become a fully-fledged brand. Cameron is endlessly curious and committed to learning, and the time offered him an opportunity to learn to sew on his own – alongside a move to a studio in Greenpoint. On this, Cameron says, “We are a functioning brand with everything made by us. I don’t buy blanks anymore, and this rebirth is very much about Brunch Club – I haven’t done an order for a school since 2020 – and it’s produced and designed by myself, our seamstresses and print shops. I wouldn’t have the time before the pandemic to put in the research that I needed to in order to build Brunch Club’s blueprint. I’ve loved fashion for so long. The biggest issue at that point was to sell, and believe it or not – even with e-commerce being what it is today – people still struggle to buy a garment from a picture without actually touching it or fitting it.” Like any good Cape Town story – Brunch Club’s first appearance on the scene was courtesy of a friend, who invited Cameron to do a pop-up at Yours Truly – unbeknown to Cameron, YT was one of the centres of the city’s culture and young creatives. Cameron reflects, ‘’I produced all the stock in two weeks, all day and all night. I felt it could be my big break – and it was the first time I had to buy hangers and rails, and figure out this aspect of fashion. I invited all my friends and it was a lot of fun – but then I was introduced to Andile (Broke) and Sam (Lazy Stacks) – and I had no idea that I was speaking to two of the most important figures in SA streetwear, right now. They told me that they were opening a store in Loop Street the next day, and did I want to be in?” This store is none other than INFLUHKS – the brick & mortar emblem of the streetwear’s new wave. For Cameron, this was massive – and with the ensuing parties that laid the space’s name as iconic, and propelled many who stocked there to new heights, seeing fashion bring huge communities together gave Cameron every hope he needed for Brunch Club’s future.
Since then, Cameron’s growth as a designer has been nurtured by his ongoing dialogue ‘Understanding’ – a space he has created within the brand to express his growing understanding of brand-building and design. ‘Understanding’ is a dynamic approach to releasing collections, as Cameron says, “I’ve been exploring through capsule releases or piece by piece, to build a brand identity for Brunch Club. I’m taking our clients and community with me on the journey to explore different seasons, silhouettes – logos, fonts, typefaces and print methods. This is all under one big banner of ‘understanding’ – that instead of releasing new ideas, I’m focused on building on the central idea of what Brunch Club is. I really like this open-ending conversation I’m able to have because it also reflects my sense that I’m not done in my own understanding – I’ve created my favourite t-shirt silhouette so far in this collection, and my favourite pants – but that’s not the end of figuring it out, you know? As long as I am learning and growing, and everyone in the scene is supporting each other, then I think this shared vision of South Africa’s streetwear scene in 2022 and beyond is only the beginning. We are adapting to suit our own resources and market; and I think this is the difference when many of us realise that we can make our own notes, instead of always feeling like we need to take notes from international spaces.”
With Cameron’s sincerity – and his own style as an iconic feature on its own in South African fashion – the uniform of vintage blazers and ties is a nod and reclamation of his start at a traditional school. With doses of rebellion and grit, Cameron and Brunch Club stand alongside the promise of South Africa’s streetwear scene; critical, community-based and cooler than ever. We are here for it.
