About Told. – Told.

Where it began

Founder Friede-Mari Kellerman studied fashion before working in fashion media at ELLE and Sarie.com, and later joining the early team at Spree.

After leaving media in 2012, she launched her label, and quickly learned a hard truth: without scale, it’s difficult to compete on price without compromising quality.

The turning point came unexpectedly.

A friend asked for hoodies for his class at UCT. What seemed simple revealed a gap. The options were either inexpensive and poorly made, or expensive but still off: the fit wasn’t current, and the fabric didn’t reflect what was happening in fashion at the time.

There was room to do it better.

The first 315 hoodies

They were made in a one-bedroom apartment in Gardens.

With the help of Jolene, a seamstress met at a local fabric store called Kwaalappies, and two inherited sewing machines from the 1980s, the first 315 hoodies were produced.

When that order was paid for, the first industrial machine was purchased.

For over a decade, Jolene and Friede-Mari worked side by side, supplying universities including Maties, UCT, Tuks and Pukke, along with colleges, emerging brands and corporates.

The focus was simple.
Better fit. Better colour options.

Pieces clients genuinely wanted to wear.

The shift

Over time, things changed.

Imported products became easier to access. Covid added further pressure.

As a 100% local manufacturer, it was a moment to reassess.

Some clients still wanted full control over fit and fabric. Others needed reliable basics in core colours, at the best possible price, delivered quickly.

To serve both well, we expanded the offering.

Some pieces continued to be made in house. Others were sourced thoughtfully. The favourites remained, and new options were added only if they met the same standard.

More options. Same care.

Told.

Told. exists to help brands tell their story properly.

Clothing and merchandise carry meaning. They represent teams, companies, communities and moments in time. They should feel considered, not generic.

We care about fit. About colour. About fabric that feels right. About options that reflect what people actually want to wear. And about budget, because feeling part of something matters.