philosophy

sideattraction3 is based on a philosophy of consciousness, creativity, identity.

we celebrate “being african”, freedom of creative expression and the choice to live a conscious lifestyle.

we seek to represent a unique, creative interpretation of the vibrancy, colour and eclectic energy of our diverse south african cultures.

the brand is inspirational in its language and aligns itself with integrity, tolerance, art and culture. our roots are african, but our interest is global progressive and non-sectarian.

we believe that consumers are seeking new ways in which to assert their individuality and find deeper meaning in their lives.  beyond surrounding ourselves with beautiful, desirable things, we want to know that those things contribute to our ideas about ourselves and the world we live in, in a meaningful way.

 side attraction 3 supports african handi¬craft, and works closely with the women of the african children’s feeding scheme, to create upliftment, using art and culture to promote the value of a lifestyle that is lived with social awareness.

“made in south africa” is an intrinsic value of the brand. we employ the skills of various community groups in the creation of as many of our designs as possible.

 in harmony with the world, this collection will inspire you to creative expression, be part of your language and identify you with a conscious brand.