What in the world is South?
South is a unique Pacific Inspired Clothing brand. Created from humble beginnings, in Cook Islands couple Ana File and Damien Heather's living room, and sometimes dinning room, bedroom, coffee shop, airplane and basically any venue available. In fact most of Souths creations are developed in the car on the way to and from school drop offs!
Drawing on the creators Pacific Heritage and design inspiration, the brands name was chosen with it's main goal in mind, to showcase the Pacific to the world through contemporary clothes.
The South logo is a representation of the Polynesian triangle and inverted like a compass pointing South. Drawn in one line, just like the carvings of the Pacific forefathers. The triangle is the most common depiction of Pacific; Pacific artifacts, Pacific art, Pacific craft and Pacific motifs and tattoos. The triangle characteristics are present in many Pacific designs symbolizing unity, gender, strength and valor.
Every South item has been designed in the Pacific with the Pacific story in mind. Every item has been crafted to showcase the Pacific heritage, from the colours, to the intricate design detail and the quality. South is Contemporary Pacific Fashion.
We are so proud to share a part of us through our designs and we thank you for supporting us and joining us on our Journey.