Rhumaa was established in 2014; founded by Daniel Beernink from The Netherlands and since 2015 the company is owned by Daniel Beernink and business partner and investor Ton van Vuren. Daniel fell in love with South Africa and the creative wealth of the country after visiting Cape Town in 2011. A year later, the idea to work with talented artists and their stories grew. The Rhumaa concept was born to show-case personal art stories through the cultural expression of fashion.
Every collection is translated from the story behind the art into beautiful, natural fabrics and fashion designs. Whilst Africa remains the key inspiration, Rhumaa looks for interesting stories and art they believe most people can relate to. They pride themselves in being an honest storytelling fashion brand. Rhumaa works hard to deliver sustainable business practices and partner with ethical change-makers in aim of making a difference. They gives 5% of every sale back to a skills development program in South Africa to support their drive.
Rhumaa believes in honest-made clothing with a real story and helping the world get closer to understanding diversity and cultural acceptance with every collection.
With organic wool the entire production process – from cleaning until the dyeing of the wool – is clean. Organic wool suppliers don’t use any synthetic inputs; instead sustainable farming practices are being used. The wool is washed in organic biodegradable detergent without any use of chemicals. Lots of attention is paid to the health of the sheep as well: the use of hormones is prohibited, even as mulesing.