# DIY African Style Crews The Smarteez Refuse to Conform to Fashion Standards By Tiana Reid | Published 2010-06-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/the-smarteez References: [dazeddigital](http://www.dazeddigital.com/view/default.aspx?Category=19&ArticleID=7594&PageNum=1) & [chrissaunderssa.blogspot](http://chrissaunderssa.blogspot.com/2009/07/colors-magazine-italy-smarteez.html) The Smarteez is a group of four [DIY designers](https://www.trendhunter.com/trends/a-days-march) who are based in Johannesburg, South Africa. Their fashions are fresh to death, with a nerdy twist. From fabric shops to clothing stores, the crew draws their inspiration from eclectic sources to create even more eclectic pieces that are all about [color and self-expression](https://www.trendhunter.com/trends/wildest-ones-yet). The Smarteez successfully challenge the notion that [fashion is mainly a Western interest](https://www.trendhunter.com/trends/5th-quarter-collection). Take a look at some of their outlandish wear in these photos by Chris Saunders. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 53% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **African-inspired Fashion:** Opportunity for fashion brands to explore design inspiration from African culture and bring diversity to the fashion industry. - **DIY Designers:** Opportunity to support and elevate independent designers in the fashion industry creating unique and sustainable clothing with fresh perspectives. - **Nerd Culture Fashion:** Opportunity for fashion brands to embrace nerd culture and incorporate it into their designs, catering to a growing market segment of unconventional fashion enthusiasts. ### Industries Being Reshaped - **Fashion:** By embracing African-inspired fashion, promoting independent DIY designers, and incorporating nerd culture into designs, the fashion industry can push boundaries and tap into new markets. - **Publishing:** Opportunity for fashion magazines and publishers to feature more diverse designers and styles from different cultures, promoting inclusivity and celebrating unique perspectives. - **Tourism:** Promoting and showcasing African-inspired fashion and design can attract tourists interested in experiencing different cultures and unique fashion finds while supporting local artisans and designers. ## Related on Trend Hunter - [One-of-One Fashion Capsules](https://www.trendhunter.com/trends/aeliza-3.md) - [History-Inspired Apparel Collections](https://www.trendhunter.com/trends/the-scorpion-the-frog.md) - [LED-Infused Festival Fashion](https://www.trendhunter.com/trends/tinsel-arcade.md) - [Effortless AI T-Shirt Designs](https://www.trendhunter.com/trends/super-t.md) - [Sustainably-Focused Experimental Fashion](https://www.trendhunter.com/trends/upcycled-fashion-collection.md) - [Cultural-Influence Fashion Capsules](https://www.trendhunter.com/trends/5th-quarter-collection.md) - [Tech Enthusiast Clothing Lines](https://www.trendhunter.com/trends/tech-enthusiast.md) - [Gen Z Streetwear Brands](https://www.trendhunter.com/trends/hos-wear.md) - [Expression-Focused Sportswear Capsules](https://www.trendhunter.com/trends/create-what-makes-you.md)