Fashion with a conscience: How a Cape Town designer is spinning sustainability into style

Drawing inspiration from UK streetwear and her mother’s love of knitting, Shepherd creates pieces that are unique and environmentally mindful.

Her mother's love of knitting inspired her company, Oddity, which she initially introduced it as a senior project in her third year of college.

"What started as a way to incorporate her hobby into my work became a bigger story about self-expression and celebrating what makes you stand out. Oddity is, at its core, odd — in the best way. It’s playful, bold, and rooted in individuality. I draw a lot of inspiration from UK street style, but there’s always a local twist. It’s quirky, expressive, and a little unexpected — just like me," said Shepherd.

The 26-year-old designer from Retreat, in the southern suburbs of Cape Town, always knew that fashion was her calling.

"I never thought I'd do anything else. I've been using my grandmother's leftovers to cut up fabric, design, and create doll costumes ever since I can remember. I've always felt like I was destined to work in fashion, so it comes naturally to me," she remarked.

Like many young creatives, Shepherd relies on social media to market her brand and sell products. She also views it as a source of inspiration.

"It’s where trends are born, where communities form, and where independent designers can really shine. It’s allowed me to share my process, connect with people directly, and build a community around my brand. That kind of access and storytelling is something I really value," said Shepherd.

In 2024, she entered and won the Mr. Price New Talent Search winner for ladieswear, the highlight of her career so far. 

As the winner of the competition, her  which combines repurposed items, contemporary knitwear and unique designs was added to the chain’s stores nationwide, a year-long partnership which will end in September.

“In the best manner possible, everything was surreal. Working with Mr. Price opened opportunities I could only imagine and offered Oddity a great deal of visibility. I've been able to reach a larger audience and develop as a designer because to it. I'm really appreciative of where this adventure is taking me, and the support has been amazing," Shepherd added.