Artclub & Friends Get Groovy

Artclub and Friends is the independent brand by artists, for artists. They do not gender their pieces and they call Cape Town home. Created by Robyn Keyser in 2016, Artclub has been at it for nearly 10 years, making clothes by artists, with artists, for artists. 

Words: Tara Boraine

We sat down (virtually) with founder Robyn Keyser & team to chat with them about their vision for their upcoming A/W25 collection, including the music that inspired them, their collaboration with local jazz band Kujenga, and how to stay true to your values for the long term.  This one’s for the dreamers, the creators and the music heads. 

I. THE NAME: Why “Crescendo”?

Crescendo is a musical term that means “a gradual increase in intensity,” and that perfectly captured the feeling we had coming into this collection. It wasn’t just about the clothes - it was about the moment we find ourselves in today. After 9 years of building Artclub, we’re stepping into our next act, and the energy is building. The name came out of a conversation with our team, and then collaborating with Kujenga, the jazz band we collaborated with - their journey is something we can relate to and in some ways mirrors our creative process, so celebrating our journeys together through this project felt really exciting. So Crescendo became a metaphor for both the collection and both of our journeys. This is the build-up. The anticipation before bigger moments to come.

II. THE PROCESS: What does the development process look like inside Artclub?

We’re not a corporate boardroom - we’re a creative studio. Conversations happen over jazz rehearsals, fittings with artists, Uber trips to meetings, behind the booth at parties. The “room” is our studio, our balcony, and when getting together with our community. For Crescendo, we worked with Kujenga, videographer Royd, photographer Tsele and sound studio to bring it all to life. Everyone touched the vision. It’s not a top-down process and truly a coming together of everyone's talents - a lot like a jazz band does.

III. How does “by artists, for artists” show up in this collection?

Every collection we produce aims to support something special in our creative community. This collection was able to support Kujenga in recording some of their unreleased music and releasing it into the world. Furthermore when it comes to how each piece is manufactured, we collaborate with our partners to find the best ways to produce. Our manufacturing partners, many of whom have worked with us for years, are seen as part of that artistic ecosystem, they are artists in their own right. It’s about honouring the full creative chain - not just the final product.

IV. Cape Town’s cultural energy?

Cape Town is a complex city, that comes with many ongoing issues, the shadow of apartheid still informs so much of how the city is able or not able to thrive. There’s an urgency and a freedom in the air. It’s not just a “scene”; it’s a renaissance. You’ll see a self-taught DJ, a political poet, and a streetwear designer all creating in one room. That energy feeds Crescendo; it’s loud, it’s rooted, and it matters. We feel really lucky to be based in this city in this moment, the world is watching and we are so proud to see the incredible strides our fellow creatives are making. 

V. What cultural influences fed into the collection?

Jazz was the obvious one - not just sonically, but structurally. Improvisation, rhythm, repetition. But also: the work of Kofi Ofosu-Yeboah, learnings from Santu Mofokeng’s photography, and moments like Tyla’s global rise - these remind us of our unique voice and opportunity as South Africans. Crescendo is in conversation with all of that - it’s less a reaction or comment, but rather a celebration of all that we are seeing.

VI. How did you balance a Mr Price collab with your independent identity?

Honestly, we only said yes because we didn’t have to compromise. From our first meeting with the team, we understood we had an incredible opportunity to merge what we both do to create a very special offering. The collaboration was about amplification and accessibility, not dilution. If our mission is to amplify African artists, then we also need access. Mr Price gave us distribution muscle, but we kept full creative control. The goal isn’t to stay small. The goal is to stay true. This collaboration showed us it’s possible to do both.

VII. Visual and conceptual DNA of Crescendo?

Visually, Crescendo is quite eclectic but still true to the uniformity of our collections - a tension between soft tailoring and structure. Silhouettes are fluid: trousers you could dance or perform in. You’ll see recurring lines inspired by sound waves and brushstrokes, to pleating that mimics tempo. The palette? Think midnight tones, brass, deep umbers - I was very inspired by the instruments in a jazz band, their details and textures too. And of course you will always find something blue. Conceptually, it’s about build-up, anticipation, and control giving way to freedom.

VIII. How does sustainability manifest in this collection?

Sustainability isn’t a theme; but rather part of our infrastructure. Every piece was made in Cape Town, by machinists we know by name. We used deadstock where we could, and keep units very limited to ensure no waste. It’s slow by design. In Crescendo, we limited waste by creating multipurpose silhouettes - garments that transform with movement. Political? Yes. Because local manufacturing isn’t charity - it’s proof that we are global competitors.

IX. What moments and moods is this collection designed for?

Crescendo is for the stage and the street. It’s for the opening night, the gallery show… the last song of the set… It’s celebratory but not flashy. It’s meant for those in motion - artists, thinkers, lovers. The moods? Anticipation. Self-possession. Joy.

X. What evolution does Crescendo represent since 2016?

From thrifted fabrics and handwritten tags to live jazz shows and wraparound studios - this is our biggest creative leap yet. Crescendo marks the moment where we stopped surviving and started composing. We’re truly proud to have stayed true to "why we exist" for 9 years and counting, but are excited to continue to refine “how we exist."

XI. How do you approach pricing between accessibility and sustainability?

It’s delicate and it’s challenging. We price for longevity and value - not volume. Each price tag carries fair wages, intentional sourcing, and considered design. But we also feel accessible design is important in South Africa. That’s why we offer multi-tier collections, studio samples, and now, collabs that broaden reach. We want our community to feel proud - not priced out.

XII. Balancing local authenticity with global appeal?

We never try to “translate” for a global audience. Instead, we double down on the feeling of home. Our local stories are the global story. The more rooted we are in home, the more resonance we find in New York, Lagos, Tokyo. Cultural value travels. It's the emotional truth that makes you globally important, not your location. 

XIII. The ideal future of Artclub?

A globally celebrated studio from Africa - designing clothes, spaces, and experiences that reconnect people to the power of intentional and impactful design. We want Artclub to be more than a brand - we want it to be a platform for good. A place where artists across the diaspora feel seen, supported, and celebrated. That’s the vision.

We look forward to seeing this vision manifest! 

Catch the Crescendo A/W collection out now at https://artclubandfriends.com/collections/crescendo