KLEED is an international fashion brand and worldwide advocate for the conservation of wildlife in Africa. Every collection reflects the essence of Africa – in themes, colours, or materials and in each one KLEED raises awareness for the huge challenges facing African wildlife today.
The KLEED brand was founded in 2016, the brainchild of Carolina Guedes Cruz, a dynamic Portuguese entrepreneur, with two ruling passions in her life: fashion and wildlife conservation in Africa.
For Carolina – whose professional experience includes working with renowned luxury brands such as Gucci and Alfred Dunhill - Fashion is an art form that draws inspiration from different cultures; yet its language is universal, and its messages resoundingly clear.
Over fifteen years of volunteer service in conservation projects in Africa, working with everything from elephants to rhinos, convinced Carolina that her contribution to wildlife conservation should combine the two worlds - international fashion and the preservation of African wildlife. Since then, KLEED has become a worldwide brand advocate for the conservation of wildlife in Africa.
Carolina believes that KLEED has a pivotal role to play, in the international fashion community, for wildlife conservation and the sustainability of our planet. Every collection reflects the essence of Africa – in themes, colours, or materials and in each one KLEED raises awareness for the huge challenges facing African wildlife today.
And because actions speak louder than words, KLEED partners closely with NkombeRhino, an active ONG in South Africa are dedicated to fighting the endemic poaching of all wildlife, but more specifically, Africa’s White Rhino.
South Africa has the largest rhino population in the world, but in 2017, over 1,000 rhinos were killed in the country – almost 3 animals a day – and the Kruger National Park is the hardest hit. Although conservation efforts are finally paying off, Rhino poaching is an extremely aggressive business, with professional gangs operating in several countries and fueling Asian-led demand.
Joe Pietersen is a South African rugby professional with a deep love for the African bush and a passion for conservation. The rhino’s plight led him to co-found the Nkombe Rhino, together with Martin Meyer and Tim Parker. Nkombe´s professional Anti-Poaching Units (APUs) are teams of dedicated and brave men who are deployed in the African Savannah (Bush veldt). Here, they protect, track and set up advanced search patrols, to intercept poaching incursions in the Greater Kruger National Park Biosphere.
Joe is a strong advocate of supporting and motivating the brave APU teams on the ground and, as an inveterate traveller, is often a back-up member of expeditions.
KLEED’s support of Nkombe Rhino’s project is two-fold: raising awareness of the rhino conservation projects and contributing with part of KLEED’s turnover to Nkombe Rhino. The monetary support is used directly towards funding the APU teams on the ground, with equipment, medical support and helping to cover food expenses and transport costs.
KLEED is a young brand, with a stellar ambition - to become 100% sustainable. We are already committed to improving social conditions and reducing poverty in the communities in which we operate. We are proud that our KLEED pieces are designed and handcrafted by empowered women artisans in India, with no child labour involved.
KLEED’s positioning and ethos are now recognized in the fashion industry and KLEED has been invited feature as one of the key Sustainable brands in the coveted Paris Fashion Week, in October 2018.
KLEED’s products will soon be available in selected safari lodges throughout Southern Africa, where conservation issues are paramount and the direct result of Nkombe Rhino’s activity is clearly visible.