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Cleo Droomer is the local design success story of 2017. He was also the local design success story of 2010. But search the media for reports on the designer between then and now and you’ll find very little – a notable gap between 2012 and 2017.
Where was he?
If his smash hit comeback collection could tell a story, it would probably be the tale of a designer, seemingly sidetracked, exploring the different facets of the fashion industry, and emerging more savvy – able to be true to himself and his designs.
Droomer is all about the details: “I’m not gonna compromise”, he says, holding an insta-famous puffer jacket from his comeback collection. The garment’s production was outsourced, a venture resulting in poor finishes and an unsatisfactory level of “poof” as it were. So the designer decided to take the production of his Spree order (a considerable number of pieces from his comeback collection) upon himself. Every piece thus comes from his studio – a small room attached to his parents’ house tucked away between the rolling Bellville hills.
Key to Droomer’s comeback success is his five-year gap. It started with Gavin Rajah, where he took his first ever job as a studio manager the Monday after winning Elle’s new talent design competition.
From there, it was on to Jenni Button, where he held a similar position with an added focus on visual merchandising. Then a move to Maboneng where he waded deeper into corporate waters with a company that manufactures corporate uniforms, “trying to be as adventurous as possible to dress Nedbank and Absa”.
Next, was a high-stakes trend consultancy position with Jet. With a minimum of eight trips to London each year and numerous other global destinations, Droomer shopped for freshness alongside his counterparts at Markham and Mr Price.
Half a decade had flown by, and the urge to return to the runway and his first love of design was undeniable. In October 2016, he called his mother and asked to move back home. “It’s not what any 28 year old wants to do, but I felt a sense of responsibility towards myself.” Shortly after, the call came from Africa Fashion International saying that he’d been accepted to show at Mercedes-Benz Fashion Week Cape Town.
The five-year gap had a profound influence on the designer’s outlook. “It became less about designing for others and more about designing things that I really loved.” The collection’s appeal lies in its perfect balance of statement dressing and sophistication, as well as its sartorial appeal across age and gender lines. It’s high fashion, but also commercial – Droomer says he’s currently speaking to international stockists with plans to export by 2018. In the meantime, we can expect to see a new collection and some “exciting collabs”. Within less than a year of making his design comeback, Droomer has managed not only to build a desirable brand, but to make it accessible nationwide with just the click of Spree’s “add to cart” button. “I think I did myself pretty proud,” he says. Wouldn’t you agree?
- Shop the line at spree.co.za
