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SOUTH AFRICA’S LEADING MEN’S SWIMWEAR, AND BEACH ESSENTIALS BRAND

Conceptualized on Clifton 4th Beach in 2014, Granadilla is a swimwear, beach accessory and summer-loving brand that embodies the energetic spirit of summer in Cape Town.

Initially focusing on premium swim shorts made locally in South Africa, we are now expanding to bikinis, kiddies shorts and other quintessential beach products. All featuring a locally inspired design, while staying on the forefront of fashion, culture and most importantly - a summer attitude.

Made by South Africans, in South Africa, for the world.

#CAPETOWNTOTHEWORLD

PICTURE THIS...

You're lying on a beach, perfectly cushioned on your soft towel. The sand has moulded to fit your body, just right. The sun is toasting your skin with the perfect recipe of a great SPF 20 and a layer of freshly dried salt water.

Your eyes are shut, but you're still very much aware of your surroundings on this pearler of a beach day. Amongst the endless chatter of the other beach bodies, and the consistent crash of the waves, there is the distinct ping-pong of two mates playing bats

And then it happens.

You hear a call that's been calling since the start of beach culture in Cape Town. It's so familiar and so friendly and so enjoyable that you will most definitely have it stuck in your head for the rest of the day, and won't even be a little bit mad about it.

It’s the anthem of summer in Cape Town and as it gets closer – your glow gets brighter, your smile gets bigger and the feeling of pure bliss fills your body.

"ICE CREAM, COLE-DRINK, GRANADILLA LOLLY!"

It's happened. You've made it to another perfect Cape Town summer.

Key for non-South Africans:

  • Bats – A game played on the beach with two wooden bats and a tennis ball. Think a combination of ping pong and badminton sans the net. Great way to banter with a girl you’re trying to flirt with or impress a guy who thinks he’s a hotshot.

  • This is the soundtrack of the Cape Town lolly sellers. A “Granadilla” is a passionfruit, and a “Granadilla Lolly” is a delicious passion fruit flavoured ice lolly, exclusively available on Cape Town’s beaches.

The Cape Town ice-cream sellers are legendary

They are the reason this brand exists.

Ever since we can remember, the rattle of “a LOLLY to make you JOLLY, JIVE to stay ALIVE” has been part of what makes Cape Town so quintessentially Cape Town.

For those of you who are not locals, let us explain this all a bit better.

When you come down to one of Cape Town’s poster beaches, Clifton, you can expect to hear a sequence of brilliantly curated one-liners from the local ice cream sellers. These guys are not just entrepreneur extraordinaires, they are lyrical geniuses - and they are guys you buy your ice creams from on a hot summer day.

They embody so much of that Cape Town is to us.

So without trying to undermine their business model, we attempted to direct it and come up with a few efficiencies to help make their days a little easier.

This is our way of giving back: we call it a hand-up, not a hand-out.

We found out that these guys all travel separately to the beach everyday from some distance away. The obvious efficiency would be to create a lift scheme for them.

We partnered up with one of the guys who already had a big enough van to transport eight of the guys to the beach each day. With a little R&M to his truck we got the lift scheme going - each seller contributing only a fraction of what they were previously spending on gas.

We also decided that these dudes needed to be unified, and so we developed the Clifton Edition Shorts especially for them.

We owe so much of our passion and inspiration to the sellers and as such, we have committed to working with them in the future on many more activations and ventures to make our product authentic and to just make their lives just a little bit easier!

We salute you!