Atlanta: A Growing Connection with South Africa
In a delightful twist of globalization, Atlanta is stepping up its game in the international market, particularly in its blossoming relationship with South Africa. Just recently, Mayor Andre Dickens donned a pair of custom-stitched leather shoes known as “vellies” in the vibrant city of Cape Town. Why is this significant? Well, these boots symbolize over 300 years of rich South African heritage and are playing a crucial role in strengthening ties between the two locations.
Walking in History
“Veldskoen”, or “field shoe”, is the general term for these iconic South African boots, the most recognized maker being a brand called Veldskoen. The co-founder of the company, Nick Dreyer, proudly describes it as “the oldest shoe brand in the world you’ve never heard of.” Talk about a hidden gem! Founded in 2016 after a moment of inspiration, Veldskoen aims to carry forward the story of South Africa, vibrant and diverse, through a product that has a strong cultural connection.
Why Atlanta?
So, what drew Veldskoen towards Atlanta? According to Dreyer, it was a mix of personal affinity and market strategy. “The truth is, we just liked Atlanta,” he said, reminiscing about his first visit, which included a lively South African barbecue and the experience of the local rugby team, RugbyATL. Indeed, the city is home to a significant South African community, making it a natural landing spot.
A Serendipitous Journey
During his trip, Mayor Dickens visited Veldskoen’s headquarters alongside U.S. Ambassador Reuben Brigety, marking a reciprocal mission to promote investment initiatives like Atlanta Phambili. This highlights the growing collaboration between the two regions as they look to deepen trade and investment opportunities.
Investing in Quality and Community
Veldskoen’s expansion in the U.S. does not just mean filling shopping carts; it stands for a commitment to local craftsmanship and, more importantly, to the local South African communities. The company only works with factories in South Africa that employ local artisans, proud of their heritage and skilled in what they do. “There is absolutely no point in us having a Chinese supplier because it’s not bringing anything into the country,” said Freya Bell, head of public relations for Veldskoen. This sentiment shows a strong focus on keeping local economies flourishing.
The Rugby Connection
In 2023, Veldskoen’s leadership shifted as the company sought to restructure for growth. Driekie Zondagh, now the CEO, emphasized the importance of telling a South African story through the brand, describing the goal of making people buy more locally produced products. From employing local materials to utilizing local craftsmanship, the commitment to South Africa’s economy is entwined with every pair of Veldskoen boots.
Looking to the Future
As Veldskoen presses forward in Atlanta, the hope is to establish a solid distribution center to streamline operations. The journey of bringing your feet into a part of South African heritage is not just about profits; it’s about crafting a narrative of unity and diversity. Both Dreyer and Zondagh believe this story deserves to be shared globally, from the farms where cows are raised to the tanneries that treat the leather.
The Atlanta Phambili initiative aims to solidify such economic connections, with Mayor Dickens, during his visit to South Africa, taking a stand to mobilize stakeholders across both nations. By supporting businesses like Veldskoen, they also hope to make a tangible difference in communities thousands of miles away.
In Conclusion
As the boots tread on new soil in Atlanta, the journey of Veldskoen symbolizes a broader trend of global interconnection through everyday products. There’s something exciting about slipping on a pair of boots that not only tell a story of their origin but also support the very fabric of a nation’s culture. Who knew that fashion could be such a fantastic vehicle for change? As Atlanta and South Africa draw closer, it’s clear that this friendship is just getting started, and the prospects are bright!
