RANT, a women-led brand that’s as bold as the femmes it’s made for, is officially launching in South Africa. Built from the ground up with South African spirit, RANT isn’t just another tee brand; it’s a movement designed to voice the feelings of modern feminists through fashion.
At the helm of RANT is Ishaarah Abrahams, a Cape Town-born-and-raised graphic designer, illustrator, and entrepreneur with a degree in Visual Communications Design. By day, Ishaarah brings her creative genius to life as a Senior Brand Designer for a global FMCG company, and by night, she channels her passion into doodling—a hobby that has blossomed into a full-fledged creative journey. In 2016, Ishaarah was recognised as one of Design Indaba’s Emerging Creatives for her illustrative project, Living Emotions. Fast forward to 2021, she launched her first fashion collection with a prominent global fashion brand, an experience that inspired her passion for creating her own label here at home.
RANT is all about crafting tees that speak volumes—because what we wear should matter as much as what we say. From fabric to print, every aspect of RANT is proudly local, made right here in RSA with love, lived experiences, and a purpose. “We believe that every emotion, whether it’s a spilled coffee kind of morning or something more systematic, deserves to be expressed. And what better way than through the clothes we wear?” says Ishaarah.
“RANT was born from my own love for those favourite comfy tees that you never want to take off. I wanted to create that level of personal comfort, but with an aesthetic that allows you to feel cute and put-together wherever you go. There’s also a deeper narrative around making women feel comfortable—not just in what they wear, but in expressing themselves freely, in a safe space, and within a community of like-minded femmes. It’s about creating garments that offer both physical and emotional comfort.”
Tees with personalities: Because your style tells the story
RANT offers a range of tees that each have their own persona, perfect for whatever mood you’re channelling:
- Not Your Baby T-Shirt: Perfect for those moments when the world needs to know you’re the one in control.
- Fuelled by Feminine Rage T-Shirt: Perfect for when your inner baddie just can’t stay quiet.
- Homebody T-Shirt: Because being cosy at home is a whole mood.
- Per My Last Email T-Shirt: For those days when you need your wardrobe to echo your inbox’s tone.
- Let Me Know When You Get Home T-Shirt: Because nothing says sisterhood like looking out for your girls.
- Main Character T-Shirt: You’re the star of your story, and your tee knows it.
“We’re not just selling tees; we’re selling a statement. Every piece is a chance to say something without having to speak at all. “It’s empowerment, it’s emotion, it’s raising your voice in all its feminine energy, and it’s all wrapped up in 100% locally-sourced, baby-soft cotton,”Ishaarah adds.
More Than Just Fashion: It’s a Movement
RANT’s tees go beyond just fashion—they aim to express a shared message. Crafted by a women-led NGO in Cape Town, each piece reflects a commitment to both style and social impact. As founder Ishaarah Abrahams notes, “When you wear RANT, you’re joining a shared expression of empowerment and individuality.”
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