ALC Menswear - Press Release

ALC Menswear, established by Amanda Laird Cherry, is designed and made in Durban, South Africa. Our garments are ready-to-wear, designed and styled for a conscious individual. The label creates designer essentials with an element of eccentricity, which extend to become more refined and avant-garde pieces.

About Amanda Cherry

Amanda studied Clothing Design graduating from Technikon Natal in 1983. She worked in the studios of two boutique businesses before joining Instinct, a surf and sportswear brand. Instinct was produced in Southern Africa and sold all over the world; with the majority of sales in North America. She was appointed as Design Director and remained at Instinct for nearly 10 years. The Durban Designer Collection (DDC) was the longest running fashion showcase in South Africa prior to the establishment of South African Fashion Week (SAFW). Amanda participated in the annual DDC shows on numerous occasions, now showing her seasonal ranges at SAFW and South African Menswear Week (SAMW). Amanda has exhibited work at the London Fashion Week Expo and has presented on multiple occasions at the prestigious Design Indaba Conference and Expo in Cape Town.

Introducing the AW17 Collection (Launching at South African Menswear Week on Saturday 4 February, 6PM)

The AW17 collection, HEARD MAN, is primarily inspired by the indigenous people of the Lesotho highlands, reinterpreted with influences of tailoring, elements of Japanese minimalism and a styled aesthetic that borrows from the flamboyant Swenka movement. The collection presents contemporary tailored separates with looser, oversized pieces to balance the silhouettes. Garments integrate contrary construction techniques that together create a highly tactile, striking result/look. We have made use of some traditional winter fabrics (meltons, fleeces) and cloths well-suited to our sub-tropical winter season like twills and faux suede, accenting these with genuine Shweshwe and plaids.

The colour palette is rooted in ALC Menswear’s essential tones of blue, grey and brown, developing into a full palette with clashing tones of burgundy, spice yellow, clay and shades of green. This is most visible on the hand-crafted wraps and accessories, decorated with abstract motifs which conceptually refer to the patterns on traditional Basotho blankets. HEARD MAN is an intentionally over-the-top collection, which attempts to balance contrasting silhouettes, shapes, colours and detailing. It is a representation of mixed cultural heritage and pride, combining the label’s key influences into a look that favours effortless function and personalised dress.

Amanda Laird Cherry Apparel Twenty #ALCturns20

Over the past 20 years, Amanda has told stories which have shared her innate love for South Africa, with a consistent theme of esteeming and fusing its cultures and their attire, in her ranges. Often, she has mixed this in with a Japanese influence. Look out for more on this later in the year as we continue celebrating this special anniversary.

Press & Media

Amanda has received high acclaim in the South African fashion industry. In 2006, she was awarded the Marie Claire (South Africa) Prix D’Excellence de la Mode Citation for Best Designer. Some of her products were made and supplied to Liberty of London and featured in various magazines and websites, including WGSN. The label has been featured in the following local and international publications: ELLE, TIME, Dazed and Confused, Marie Claire, Fairlady, Sarie, Rooi Rose, Grazia, Collezioni, Trace New York, Sunday Times Fashion Weekly, Sunday Tribune and Cosmopolitan.

Business Highlights

Amanda Laird Cherry officially opened as an operational business in February of 1996 and began supplying the Durban Designer Emporium and other boutiques around South Africa. Amanda co-founded The Space in 1999, currently extending to 8 outlets around South Africa. In November 2014, they branched out with the Space Man ZA store; established to house exclusively menswear-focused brands including her own revived menswear label, ALC. Space Man ZA is now open at the Mall of Africa, The Zone in Rosebank, Gateway Theatre of Shopping and Pavilion Shopping Centre.

Critical Intention

The business is committed to promoting and sustaining jobs within the South African clothing industry. For years, Amanda has worked with local crafters and skills-building organisations to collaborate on products that can be tangibly produced and sold. The business model of The Space is that every designer supplying the store is required to produce their garments in South Africa.

“Support local for strategic sustainability.” - Amanda Cherry

Contact Details

Telephone: +27 31 312 2575 / +27 86 011 0339



Social Media

Instagram: @alc_man

Facebook: ALC.Menswear



Space Man ZA:

AKJP Collective: 73 Kloof Street, Cape Town

The Show Space: Tamboerskloof, Cape Town