Almost all designers are led just a little bit by their egos — some more than others. The self belief it takes to put out your creations in front of everyone to see and judge requires a level of self confidence and belief that can turn to arrogance relatively easily.

And then you meet Malcom Klūk and Christiaan Gabriel Du Toit and you realise that, while it is a common component of the designer makeup, ego is certainly not a prerequisite.

With an almost total absence, Klūk & CGDT has become one of the most loved designer brands in South Africa, and they continue to go from strength to strength.

A new home up north

June was a big month for this duo. First they opened their second boutique — this time in Parkhurst, Johannesburg — to complement their home base in Green Point, Cape Town.

This new home up north was opened in response to the demand from some of their most loyal customers based in Jozi. Secondly, they won the Arise Red Carpet Award at the inaugural African Fashion Awards.

For me, the more compelling statement than winning the award was the sheer number of ladies dressed in Klūk & CGDT for the biggest fashion night of the year. I stopped counting at around a dozen — all looking individual and beautiful.

And now, just two months later, Klūk & CGDT will be showing yet another brand new collection at Arise Cape Town Fashion Week. Last week I managed to find space in their diary and I asked them why they are so prolific and where they find the time to produce so much new work. Their answer was almost predictably client-orientated.

Client is queen

"We create so many collections and show at fashion weeks exclusively for our customers. What we put down the ramp is available in our stores the following day, in sizes to fit them.

"Sometimes we are receiving text and email orders for garments while the show is still going on," says Malcolm.

"We provide a level of excitement and instant gratification for our clients that most others don't with their shows. And so we need to keep pushing it, keep providing what our customers want and keep the label fresh for them."

And that is what really distinguishes Malcolm and Christiaan from so many other designers that I have talked to over the years. Although they would both love to produce more edgy looks and more avante garde designs, the simple fact is that they are not prepared to alienate their customer base.

"We design commercial fantasy clothes. We want our customers to absolutely love what we show at fashion week — so that they come into our stores and buy the garments," says Christiaan. Malcolm chips in, "by putting our customer first in the design process, we will ensure our survival as a business. Without that, surely there is no point?"

And the customers love it. When they buy a Klūk & CGDT piece, they buy the personal care and attention that the boys put into making sure it's altered (for free) to fit perfectly.

They buy the little soupēon of luxury that the stores offer all the five senses and the dedicated service and advice that is on hand. They buy the beautiful dream dress, the vision of what they want to look like every day.

"We love our customers," says Malcolm, "our designs are just pieces of clothing, and they are nothing without the personality and style of the person wearing them. She brings it to life".

So what's the difference?

I wanted to know a bit more about what big differences we could expect at this fashion week. Apparently it is going to be the big sister of the show at Arise Africa Fashion Week.

"It is the other side of the same coin," says Christiaan. "It is a more sober collection, with our signature colours more muted and soft. It is more retrained and therefore more challenging for us."

Indeed it is widely recognised that the most difficult aspect of putting on a catwalk show is the editing, and the boys are making this their key challenge for the summer shows.

Although this collection is not strictly a summer collection. Malcolm explains, "There are no such things as seasons anymore".

"This winter has been a spectacular spring for us in Cape Town, so all we do now is layer. Our collections have responded to this and we don’t bother anymore with petty seasonal restriction."

"We ensure that our customers achieve an international standard with local couture," says Christiaan.

"It is part of our brand identity, which is all about our fashion design experience, coupled with our client intimacy and our desire to indulge our customers."

With six collections a year, there is always something new and exciting for Klūk & CGDT client to buy. Not all the collections are suited to everyone, but there is always something new on the horizon that will become the next 'dream dress'.

And so the boys continue to do things their way with no apologies and no compromise when it comes to their customers.

"We build relationships with our customers," says Malcolm. "We never take them for granted because they make our business."

If you want to see what is next, place your orders from your seat at their Arise Cape Town Fashion Week off-site show on Sunday 23rd August at the Val de Vie Winelands Estate in Paarl at noon.

For more information on Robyn and other stories of designers and fashion weeks, go to: http://styleguidecapetown.blogspot.com