H&M partners with local brand, Neimil

In its first South African partnership, international brand H&M has teamed up with lifestyle brand Neimil to launch an exclusive range of decor products

Photography by Frances Marais

In an effort to support and promote local design and small business, H&M Home has partnered with Joburg-based lifestyle brand Neimil to create a collection of unique decor products. Consisting of handcrafted items, the range includes cushion covers, bath mats, placemats and carrier bags in bold colours and shapes that celebrate local culture.

‘Supporting local brands and giving them a space to promote and sell their products will empower them to build and develop their brand even further.’ – Caroline Nelson, Country Manager, H&M South Africa.

The Neimil brand is about creative freedom and expression and being true and authentic. Neimil’s founders Keneilwe Mothoa and Lubabalo Mxalisa  strive to create quality products that focus on celebrating their cultures and the values their parents instilled in them. In addition to the Neimil collection, H&M has produced a tote bag in polyester felt, made from recycled plastic bottles, and manufactured in a community upliftment project in Cape Town. The tote bag features illustrations designed by Neimil. A portion of the sales from the bag will be donated back into the community upliftment project.

You can shop the full collection from H&M’s Sandton City, Menlyn Park and V&A Waterfront stores from 4 November 2021.

‘The story behind each of the products is what makes it unique. Anyone can create the products we do but they can never emulate the process taken to create the final piece. We ensure all our products tell a story and that the people buying the products can relate and celebrate with us.’ – Keneilwe Mothoa