House of One makes history in collaboration with Shein

House of One co-founder Paul Nunes talks to CapeTalk's Sara-Jayne Makwala King.

When House of One was established, they didn't sell any physical products. Their offerings consisted exclusively of technical packs and digital patterns that customers could then take to tailors, or make themselves.

"We fundamentally sold you inspiration."

- Paul Nunes, co-founder of House of One.

Less than a year later, one of Shein's many Instagram trawlers found them, and the fashion giant knocked on their door looking to make a deal.

Said deal was initially only meant to be a one-off, one-month thing, but has since become a year-long arrangement with House of One being made a brand-store on the site.

“Essentially we'll be dropping about one hundred pieces every single month for the next twelve months.”

- Paul Nunes, co-founder of House of One.

So how does such a young company, without any physical products, attract the attention of a giant like Shein?

For starters, a bit of algorithmic luck - as mentioned earlier someone on Shein's books found and flagged them on Instagram.

The main draw, though, was the brand's aesthetic, and the demographic they appeal to: 30 - 40 year old women, a market that Shein want to break into.

"When they refer to us, they see us as their quiet luxury brand. Think of Chanel, in a way. A small, cost-effective space."

- Paul Nunes, co-founder of House of One.

For more details on the collaboration, and on the state of the South African fashion industry, listen to the audio above.