Farm Aura redefines rustic fashion
Nnasaretha Kgamanyane | Monday February 24, 2025 13:42
Touch Motswak Tswak explained to Arts&Culture in an interview that Farm Aura is inspired by the fusion of rustic authenticity and modern energy. He further pointed out that ‘Farm’ symbolised nature, simplicity, and sustainability, while ‘Aura’ evokes individuality, style and a unique vibe.
“Together, they represent a balance between raw, earthy origins and bold, contemporary streetwear aesthetics. Farm Aura features clothing that blends rugged, natural elements with modern streetwear style. Think utility jackets, oversized hoodies, graphic tees, cargo pants, and denim pieces, infused with earthy tones, bold prints and sustainable materials,” he said.
Furthermore, Rantao stated that their collection included textured fabrics, relaxed fits, and accessories such as caps, socks and backpacks, emphasizing both functionality and individuality. He added that the target market for Farm Aura included eco-conscious, fashion-forward individuals who value authenticity, sustainability and unique self-expression.
He also explained that those were trend-savvy urbanites and creatives who appreciated streetwear with a rugged yet modern aesthetic that blends natural influences with contemporary style. The themes and ideas for Farm Aura designs includes; nature-inspired elements such as earthy tones, plant motifs, and weathered textures; rural aesthetics that includes workwear-inspired styles like overalls, utility pockets, and denim; modern energy for bold typography, abstract graphics, and vibrant color accents and sustainability consisting of upcycled materials and eco-conscious messaging.
The last theme is juxtaposition, which includes blending rugged farm visuals with sleek, urban streetwear flair. Furthermore, Rantao said one of their mandate was to focus on natural, sustainable fabrics like organic cotton, hemp, and linen for breathability and eco-friendliness. He added that those would be complemented with durable materials like denim, canvas, and recycled polyester for a rugged yet modern streetwear aesthetic, emphasizing both functionality and environmental consciousness.
“Farm Aura does draw inspiration from Botswana's rich culture, vibrant patterns, and earthy landscapes, thus blending them with international streetwear trends like oversized silhouettes, bold graphics, and modern cuts. We shall be re-imagining traditional motifs, woven textures, and natural tones from Botswana with global influences, thus creating a unique fusion of local heritage and contemporary fashion,” he said.
He added that they were continuously building and introducing new brands to innovate, explore fresh ideas, and address evolving market needs. He said each brand allows me use create unique identities, connect with diverse audiences, and push creative boundaries, ensuring relevance and impact in a dynamic and competitive landscape.
“Our business acumen is motivated by millionaires and billionaires who believe in building and creating many businesses instead of just one business. In a nutshell, we do not count my eggs in one basket. Introducing a new brand to our existing portfolio allows strategic diversification, thus offering complementary products and services that align with current market trends and customer demands,” he said.
“Farm Aura brand fills gaps, expands our target audience, and reinforces the overarching values of innovation and quality, thus enhancing the overall brand ecosystem and driving growth across all entities. Owning multiple brands presents challenges such as managing diverse identities, maintaining consistency and ensuring efficient resource allocation across each brand. However, it also offers opportunities for cross-brand synergy, market diversification, and the ability to tap into different customer segments, fostering innovation and expanding influence in various sectors,” he also said.
Rantao added that they were exploring opportunities to showcase Farm Aura’s designs at upcoming fashion events. He also said they believed those platforms allows them to connect with a wider audience, gain valuable exposure and highlight the brand’s unique blend of sustainability, style, and innovation. He pointed out that they were working on making that clothing label more accessible through an online store, allowing them to reach a broader audience.
Additionally, he said they were exploring strategic partnerships with selected retailers to expand their presence and bring the brand to more customers, both locally and internationally. In the next five years, he said Farm Aura would be a leading streetwear brand known for its unique blend of sustainability, innovation and cultural influence. We aim to expand our global presence, build a loyal community, and continue pushing creative boundaries, while staying true to our values of authenticity and quality.
Rantao’s shop is located in Gaborone, Phase 4, Pure Drop / Leobah Complex and their contacts can be found in their different Strata or Farm Aura social media handles.