Our Story

Our Founder & CEO was profoundly shaped by her upbringing in apartheid South Africa, where she spent her youth as an activist passionately campaigning for freedom and democracy.  Later, she had the honour of serving as a diplomat, representing South Africa's newly democratic government under the leadership of Nelson Mandela.  It was a dream fulfilled—a chance to contribute to a pivotal moment in history and a brighter future for her country.  Through this journey, she witnessed the incredible power of unity and reconciliation, and how collective voices can drive meaningful change.​  Cool Crusade was born out of deep concern for the resurgence of separateness, otherness, widespread human rights violations, and global conflict.  The Cool Crusade brand embodies her values, offering wearers a way to stand for human rights, promote unity, and advocate for a more respectful and compassionate world.