Just Like Sunday: The Brand Turning Nostalgia Into Modern South African Style
In a fashion landscape often driven by speed, hype and constant reinvention, Just Like Sunday offers something far more enduring: feeling.
Rooted in memory, family and the quiet intimacy of everyday life, the brand has carved out a distinct space in South African fashion — one where storytelling matters as much as silhouette, and emotion is as intentional as design. What began as a shared vision between three founders has evolved into a cultural expression of home, identity and the lived experiences that shape us.
From its signature off-white palette to its relaxed yet elevated fits, Just Like Sunday doesn’t shout for attention. Instead, it draws you in — familiar, warm and deeply personal. It’s a brand that understands that style isn’t just about what you wear, but what you carry with you.
At the heart of its latest chapter is Dear Mama, a campaign that leans fully into vulnerability, exploring the often unspoken language of love between mothers and their children. It’s a continuation of what the brand has always done best: turning real stories into something tangible.
We sat down with the team behind Just Like Sunday to unpack the meaning, the memories and the mindset behind one of South Africa’s most emotionally resonant brands.
Q&A With Just Like Sunday
Q: Where did the name Just Like Sunday come from, and why did it instantly feel like the right identity for the brand?
A: I come from a big family, and Sundays were always a family day — we’d be at the beach or the park, playing games, eating and spending quality time together. As I got older, the feeling of Sunday became something special because it feels like home.
It felt right because the brand is built on nostalgia, lived experiences and South African stories. Just Like Sunday is a feeling — and that allows us to expand the brand in multiple ways while still staying true to who we are.
Q: Just Like Sunday is described as more than a fashion brand — it’s a feeling and a mindset. How would you define that feeling?
A: In a world where everything moves fast and there’s so much rebellion, we want to remind people to slow down and appreciate life and the people around them.
It’s warm, welcoming — it feels like home.
Q: What inspired the visual identity of the brand — from the off-white tones to the minimal graphics and relaxed fits?
A: Just Like Sunday is a premium brand, and everything is built with intention and feeling. The off-white base creates a warm tone that reflects the feeling of home, while the minimal graphics — often a single colour — create contrast without being overpowering.
It still feels premium, even when the graphic is bold.
Q: How did your upbringing in places like Durban, Lotus Park, Phoenix and Soweto shape the brand?
A: The three of us grew up in different places, but we share similar values around family and friendship. As kids in the ’90s, we were free — we explored and learned a lot.
Every campaign is rooted in lived experiences, whether it’s about friendship, dreams or our moms. As we’ve grown, we’ve become more vulnerable, and that’s allowed us to use the brand as a platform to express ourselves creatively.
Q: Was there a defining moment when you realised the brand could become something bigger?
A: The Dreamers Collection. It came from the idea that it’s not just about big dreams — it’s about the small ones that build over time.
We went all in on that campaign, and people connected with it. That’s when I knew we had something special and that we were telling the right stories.
Q: Why was Mother’s Day the right moment to bring the Dear Mama campaign to life?
A: As three men running the brand, we all have a deep connection to our moms. They’ve shaped who we are — through how they raised us, supported us and loved us.
This campaign is our way of saying thank you — and saying, we see you.
Q: The campaign explores a generation where love was felt but not always spoken. Why was that important?
A: Things are different now — people are more expressive. But growing up in the ’90s, especially between mothers and their children, “I love you” wasn’t always said.
Love showed up in actions, sacrifice and presence. This campaign creates space for that — and reminds people that it’s okay if saying it feels hard.
Q: The collaboration piece with N.O.T.E is described as a “physical hug.” What was the idea behind that?
A: A real, warm hug is one of the most comforting feelings. We wanted to translate that into a garment — something that makes moms feel special, like queens.
Every time they wear it, they should feel how loved they are.
Q: When people leave the Dear Mama event, what do you hope stays with them?
A: I hope they feel more comfortable expressing themselves and recognising the love in their lives.
Sometimes we assume people know how we feel, but we don’t say it. This is about creating space for those conversations — and making it feel natural, not awkward.
In a world of fleeting trends, Just Like Sunday reminds us that the most powerful stories are the ones we’ve lived. And sometimes, the most meaningful thing you can wear… is a feeling.
You can follow the brand on social media:
Instagram: https://www.instagram.com/justlikesunday_apparel/
Tik Tok: https://www.tiktok.com/@justlikesunday
