Imagemakers has quietly staged a masterclass in South African industrial resilience, growing from a modest family operation into Southern Africa’s longest-running family-owned manufacturer of team uniforms and professional wear. Founded in 1982 by Capetonian businessman Hubert Spaun, the business emerged during an iconic era of office fashion to fill a crucial gap in the local market.
Forty-four years later, the numbers tell a story of quiet triumph: over 11 million garments produced for 21,400 companies across 21 countries. Yet, the real key to its longevity lies in an unwavering commitment to local craftsmanship, human-centred values, and forward-thinking sustainability.
Defying the Odds Through Local Commitment
When local retailers started sourcing from cheap factories abroad over the past few decades, Imagemakers took a daring gamble: they doubled down on high-quality local production. Operating a 100% in-house factory in Cape Town’s historic garment district of Salt River—and currently in the process of moving to larger premises in Lansdowne—the company maintained uninterrupted manufacturing while much of the local industry came under increasing pressure.
Under the leadership of CEO Anton Spaun, who took over from his father at the turn of the millennium, the brand has continually anticipated change. During the early days of the COVID-19 pandemic, strategic decisions kept factory doors open during lockdown and later resulted in accelerated growth.
Investing in People and Broad Representation
At its core, Imagemakers operates on a hands-on family philosophy that considers its staff part of the family. Employing more than 500 people across Cape Town and Johannesburg, the company actively invests in the next generation through an internship program. By training about 20 cadets a year with exposure to the live manufacturing environment from Day One, Imagemakers fosters high practical skill levels and loyalty, with most interns finding work in the company afterward.
This inclusive approach—prioritized long before it was fashionable—extends across a wide spectrum of clients. The brand’s footprint spans:
Corporate & Retail: Capitec, AfriSam, Isa Carstens Academy, York Timbers, Elizabeth Arden, Annique, Seiko, Jeep, and government agencies like PetroSA.
Healthcare: Intercare, Ampath Laboratories, CancerCare, and Life Healthcare.
Hospitality: Grand Roche, Cathedral Peak, Fancourt, Arabella, and Kruger Park Lodge.
Sustainable Fashion for a Changing World
Rejecting fast fashion, Imagemakers focuses on timeless, made-to-order corporate wear designed for durability to eliminate waste. With versatile collections offering up to 1,400 style combinations from just a few styles, employers benefit from maximum affordability and lower cost-per-wear.
The company has backed its values with major investments, implementing water-saving technology and launching a fabric offcut recycling (baling) program. Looking ahead, Imagemakers is focusing on climate-responsive design, circular low-waste manufacturing, and its pledge to maintain ethical, human-centered operations. By prioritizing fair labor practices and supporting local jobs, this Cape Town powerhouse puts the “local is lekker” into South Africa’s most recognisable brands.
