Freedom of Movement
Freedom of Movement was founded in 2013 by brothers who had a passion for design and entrepreneurship, as well as a dream to create a proudly South African lifestyle brand.
Growing up in a house of 4 boys, all very sociable and absolutely crazy about sport, our parents had their hands full more often than not. To maintain some form of order our Dad introduced a house rule called ‘Freedom of Movement’. ‘Freedom of Movement’ had to be earned through hard work and personal discipline.
So, if your academic performance at school was satisfactory, you would have earned ‘Freedom of Movement’ meaning that you have proven that you are capable of making your own decisions, and able to take responsibility for your own actions. This laid the foundation for our boys to understand the importance of managing our own priorities. In 2013, after having qualified as a civil engineer and chartered accountant respectively, we finally felt like we have earned the Freedom to make our own moves.