
The Loxion Kulca Roots initiative is a Joint Initiative between LK (the brand), JWT-Ad Agency(Marketing & Management), Picture Tree (Production of TV commercial), SA Fashion Week(Production & management) and the Department of Arts and Culture. LK Roots is a way of us sticking to what we do and what made us popular in the first place, and that is knitted products made by producers in the loxions/townships. It's our way of going back to our Roots, It's a way of staying grounded. The purpose of this is to create a link/bond between mainstream sales (Retail Structures) and grass-root/informal producers (rural and under resourced communities). Our goal is to sell hand made items to the rest of the world, starting with knitted and hand made winter garments like Scarves, Hats, Bags and Caps. Loxion Kulca is a 100% proudly South African urban streetwear clothing brand, established in 1999 in SOWETO, Johannesburg. The name Loxion Kulca is derived from the phonetic spelling of the way in which the township people say "location culture". This stop frame animation style ad is the latest TV ad from Loxion Kulca and JWT Johannesburg, directed by Oscar Strauss.
Loxion Kulca
urban streetwear
fashion brand
roots
running
crawling
head
button eyes
looking under door
hopping
unravelling
wool
birth
womb
ambilical chord
death
remember
coming undone
stuffing
falling
sad
moonlight
moody
Knitting
creative
artsy
random
fall
adorable
threadbear
fashion show
paper
demi
rap
hip hop
style
animation art
reggae
again
smashing
bob
marley
making
sneak peek
dub
here
chance
sonny
lyrics
catch
here again
back
camp
singing
forget
don forget