About us

Southern Sons was born from the vibrant journeys of two friends, Simon and Friedrich. Though hailing from different corners of the world, we share a deep connection—both with Austrian roots and a passion for creativity. Simon grew up in Ecuador, embracing his cultural blend of Latin and European heritage, while Friedrich’s story began in the heart of South Africa, where diverse influences shaped his perspective on life and style.

We met a few years ago in Austria and quickly became best friends, bonded by our shared ambition and a dream of creating something meaningful. Southern Sons is the result of that dream—a fashion brand that’s more than just clothing; it’s about authenticity, self-expression, and inspiring others to embrace who they are.

Rooted in the southern part of the world, Southern Sons embodies the free-spirited energy, resilience, and creativity that comes from our unique backgrounds. We take pride in creating pieces that are as bold and individual as the landscapes we come from, allowing you to dress your vibe, unapologetically.

But it's not just about style for us. We believe in doing good while looking good. That's why we lean towards eco-friendly, sustainable, and mindful business practices. From responsibly sourced materials to ethical production processes, we're committed to crafting fashion that respects the planet and the people on it.

Our mission is simple: to design clothes that empower you to express your truest self, while leaving a positive impact on the world. Whether it's a pair of bold socks or a hoodie that speaks to your soul, we want our pieces to not only fit your wardrobe but add lasting value to your life.

Join us on this journey of creativity, sustainability, and authenticity—one thoughtfully crafted piece at a time.