Lifestyle Brand Start-Up Freedom Of Movement Seeks To Play A Huge Role In Creating Employment In South Africa
Lifestyle Brand Start-Up Freedom Of Movement Seeks To Play A Huge Role In Creating Employment In South Africa. Freedom of Movement was founded in 2013 by brothers Léan and Roal Boezaart who had a passion for design and entrepreneurship, as well as a dream to create a proudly South African lifestyle brand.
Growing up in a house of 4 boys, all very sociable and absolutely crazy about sport, their parents had their hands full more often than not. To maintain some form of order their Dad introduced a house rule called ‘Freedom of Movement’. ‘Freedom of Movement’ had to be earned through hard work and personal discipline.
At the outset, their vision was to create a proudly South African lifestyle brand that was founded on the core principles of quality, longevity, value and worth. The founders saw leather as the one raw material that epitomised all four of these principles and it was therefore a natural starting point for them to form the core of their aspiring brand. Leather is known for its quintessential robust and timeless appeal, and nothing quite tells a story like a well-worn leather bag.
As such, the brothers launched the business in 2013 out of a small room at the University of Stellenbosch, with one leather craftsman called Benjamin and one very old traditional leather-stitching machine. After a few months of prototyping and hard work, they had developed two products that they could take to market. The Benjamin, a traditional leather briefcase, and The Bobby, a full leather adventure backpack were born.
The company has since continued to improve and grow its product offering that now includes a wide range of premium lifestyle companions. All its core products have unique names and identities, as it wants its customers to personally connect with their chosen companions that share in their own lifestyle and adventures.
Freedom Of Movement aspires to create a globally recognised, proudly South African lifestyle brand, with the aim of inspiring others along the way to create their own destiny and live their lives with true Freedom Of Movement. Majority of its products are meticulously crafted in South Africa with the aim to grow its Brand, and, with this directly as well as indirectly play its part in boost- ing the local economy through job creation.
