#MyJoburg with Yasmin Furmie, content creator and co-owner of SiSi The Collection

23 Aug 2023
In our #MyJoburg series, we speak to people that add something unique to Joburg's creative mix and get the lowdown on what enthrals them about this city. 
Norm disruptor, Yasmin Furmie. Photo: Connect Everything Collective. 

Taking the local fashion scene by storm with her unique styling, fun prints and layering all brought together with an enviable shoe collection, there is no denying that Yasmin Furmie is one of the most fashionable people in Johannesburg. She is a content creator and co-owner of a fashion brand called SiSi The Collection which she started with her best friend Cynthia in 2014. She describes herself as a pro-age advocate, a norm disruptor and someone who firmly believes that fashion isn’t frivolous. We've had her in our line of sight for quite some time and have been eager to get her thoughts on the city she calls home. 

"A good outfit is definitely made by the attitude with which one wears it."

Who or what influences your style?
I’m influenced daily by people around me, by the frenzy of Joburg and the creativity of its inhabitants

What is your favourite item of clothing and why?
There’s absolutely no way I can choose a favourite piece.

How would you define Joburg’s sense of style?
Joburg has a unique, individual style that isn’t replicated elsewhere... there are many groups with vastly different styles, and the creativity is evident.

What do you love most about the fashion scene in Joburg?
I love the community that it has created. It’s also very indicative of its rebellious position in the country. 

What makes a good outfit?
The attitude with which one wears it.

What was the first designer item you ever bought, and do you still have it?
A Gucci bucket bag and sadly I gave it away.

What inspired the start of SiSi?
SiSi was always waiting to start. It sounds odd, but Cynthia had a pic I sent her on her workshop board – [of a] white shirt and skirt. The idea came to fruition when I was ready to move from being at home to finding my purpose outside of being a housewife. We both love white shirts and decided that it was time to do a business that catered for [those in search of] a classic, yet edgy wardrobe.
Co-founders of SiSi Cynthia (left) and Yasmin (right). Photo: SiSi The Collection via Facebook.

What does disrupting the norm mean to you?
It means that I don’t live by prescription, that I do what makes me happy and not what people expect of me. Societal standards are often oppressive and I don’t buy into it.

What is the key to style at every age?
A sense of self-belief and discarding rules around how to dress.

What are three essential clothing items everyone should have?
Not sure anyone needs to have them, but the things I love and that form the basis of my style, are always a good pair of trousers, a blazer and of course, a killer pair of shoes.

When you put an outfit together, what is the first piece you start with? 
I always start by thinking of my footwear. At least that’s about 90% of the time.
An enviable pair of sneakers. Photo: Yasmin Furmie via Instagram. 

Home is...
Where my family is – and currently they’re on two different continents.

Your favourite Joburg suburb, and why you choose it?
Definitely Illovo. It’s where I live, where I eat and where I feel mostly at home.

What three things should a visitor not leave Joburg without seeing or experiencing?
The fabulous coffee shops. A trip to Fordsburg to experience some really good food. Perhaps a walking tour through some historical sites – especially Constitutional Hill.

The most memorable meal you have eaten in Joburg?
Definitely family cooking but if that fails, locals like The FishmongerMastrantonio and Tortellino d'Oro never disappoint. Memorable? Not sure I can stake a claim on any restaurant right now.

If you could buy one Joburg building which would it be?
The Carlton Hotel. It holds great memories for me. 
The abandoned Carlton Hotel in Joburg CBD. Photo: 2Summers. 

On a weekend in Joburg you’ll find me...
Mostly at home.

What makes someone a Joburger?
The sheer warm and friendly manner of people.

"[What I love most about Joburg is] the sense of home, the idea that something is always happening and that whatever it is, it's always exciting."

Stylish elevated classics. Photo: SiSi The Collection via Facebook.

What do you love most about Joburg?
The sense of home, the idea that something is always happening and that whatever it is, it's always exciting.

What do you least like about Joburg?
The decaying infrastructure. 

Your number-one tip for a first-time visitor to Joburg?
Look like you fit in, talk to people and you’ll be surprised at the gems you’ll find. 

What's happening in Joburg right now that you think everyone should know about?
[In spring] definitely the upcoming FNB Joburg Art Fair and SA Fashion Week. 

Three words that describe this city
Vibrant, frenzied, rebellious. 

Check out some of our previous #MyJoburg interviews for more insights into the city:

#MyJoburg with Kay Kay Ribane, visual artist and co-founder of USURPA Gallery.
#MyJoburg interview with entrepreneur, Olwethu Leshabane.
#MyJoburg interview with Banele Khoza, artist and founder of BKhz Gallery.
#MyJoburg interview with Lelowhatsgood, creative trailblazer and founder of the VNJ Ball.

Subscribe to our free weekly Johannesburg In Your Pocket newsletter for all the latest news and reviews about what's new in Joburg!


Connect via social media
google sign in button
Leave a comment using your email This e-mail address is not valid
Please enter your name*

Please share your location

Enter your message*
Put our app in your pocket
This site uses cookies. By continuing to browse the site, you are agreeing to our use of cookies. Find out more here. AGREE