Iwant by Trendity was started by Madeleen Curnick in 2018. Having worked in the clothing industry for over 10 years as a buyer and clothing designer, Madeleen decided to make ladies clothing for the love and fun of it. She received her Honours Bachelor's degree in Clothing Management at the University of Pretoria in 2007. She has been in the clothing industry ever since. Her friends would often say "I want" something that she was wearing and this is how the name came about.

"We give each clothing item an unique name - so if a lady likes something or wants to buy something on any of our social media platforms, she simply comments iwantGina for example" says Madeleen. "We only make a small amount of items per style in order to keep our designs exclusive".

Madeleen currently sources all her fabrics locally. Her style is simple and classic. She chooses easy-care fabrics with comfort in mind. "Our factory is located in Edenvale, Johannesburg where we also manufacture and design corporate clothing for our sister company Trendity."

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