The world's leading mohair producer continues to set itself apart as a trailblazer in animal fibre production, making strides in sustainability and traceability from Karoo farms to the shelves of global fashion houses.
This week, Mohair SA (MSA) hosted a brand reset, unveiling a new logo, revamped brand identity and new partnerships in the textile industry that will put it head and shoulders above its peers in the fibre game.
“We are the custodians of something extraordinary,” MSA head of communications and sustainability Lauren Moore said.
“South African produces more than half of the world's mohair — a luxurious animal fibre revered worldwide for its quality.
“But in a world that is changing rapidly, being exceptional is no longer enough. We must also be relevant, strategic and future-ready.”
The brand reset, a process that started more than a year ago, saw entities within the SA mohair industry collaborating more closely to further its goal of remaining a step ahead of other animal fibres.
It also meant that the SA Mohair Growers' Association, tasked with the oversight of Angora goat farming operations, was absorbed and now also operates under the MSA banner.
Speaking at the official launch of their new brand identity in Gqeberha on Monday, Moore said they are not resetting their roots or purpose, only reaffirming them and providing a clear path towards future development.
“We are doing this now because we must.
“The textile industry is undergoing an unprecedented shift. Legislation, tariffs, traceability standards, ESG [Environmental, Social, and Governance] pressure, and evolving definitions of sustainability are transforming the rules of engagement.
“Waiting is not an option. We must lead.”
One of the steps taken to address these 'shifts' was MSA's partnership with SPIN360, a leading expert in life cycle assessment and sustainable solutions for the textile industry.
This will allow MSA to enhance its ability to measure and communicate the environmental impact of mohair production.
SPIN360 provides data-driven analyses to strengthen MSA's sustainability initiatives and provide stakeholders throughout the value chain with credible, science-based information.
“Together, Mohair SA and SPIN360 are working to set new benchmarks for responsible fibre production, ensuring that mohair continues to lead as a premium natural fibre that embodies both luxury and sustainability,” Moore said.
Sharing from her wealth of experience in the field of marketing, guest speaker and Woolworths chief marketing officer Kate Fordyce congratulated MSA on the bold steps it is taking to remain at the forefront of its industry.
She said branding and identity is more than just an image or a logo, but is it “what people say about you when you are not in the room”.
She said brand building happens whether you like it or not, and it is up to you to dictate the narrative that people follow.
MSA general manager Marco Coetzee said the latest figures indicate that SA now produces 56% of the world's mohair, and more than 80% of global production travels through these borders to be processed before heading out into the rest of the world.
In 2024 SA produced 2,600 tonnes of mohair, and the total value of greasy (unprocessed) mohair is about R940m.
“We are excited about the new developments that came with this brand reset. It reaffirms the pillars and core values of our business which are sustainability, education, promotion and synergy throughout the entire value chain — from the farms in the Karoo at the beginning, right through to the global luxury brands at the end,” Coetzee said.
The Herald
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