Fundudzi, with its name drawn by the sacred lake of the vhaVenda people, was created out of a desire to empower other younger designers by giving them a platform to explore their creativity. Creatively steered by Craig Jacobs, the label believes that what your wrap around your body should be a reflection of your environmental and social activism. In this vein, in February 2007 the label introduced Fundudzi: Free — a collection created from organic fabrics including bamboo, soy and corn. Where dyes are used, they have been certified as being environmentally friendly.