Whether you’re in the gym, hiking one of Stellenbosch’s well-known trails or strolling down Church Street coffee in hand, you’re bound to pass someone who’s wearing Burnt Studios gear – more than a few times.
Founded by husband-and-wife team Pierre and Andriana Cronje in 2018, Burnt Studios is a brand that blurs the line between the founders’ two passions: fitness and fashion. From workout wear and athleisure to active jewellery and running programmes, Pierre and Andriana have not just blurred the line; they’ve created a new line altogether.
Fitness and Fashion
“Andriana and I share a huge passion for health, fitness and sport, but also fashion. We want to create products that are at the forefront of high performance, but stylish and fashionable at the same time,” says Pierre. “A brand that you can wear to run a sub three-hour marathon on Saturday, and to work on Monday.” With this in mind, Pierre and Andriana produce a blend of high-performance gear and more lifestyle-orientated pieces.
“Health and fitness is not just a 45-minute workout each day any more; it’s a lifestyle. And we aim to provide the gear to enhance that lifestyle,” he adds.
Step by Step
For the first couple of years, Pierre and Andriana worked on the business alone. As with any start-up, the first years were exciting and tough – in the best of ways.
“I had a second job so we wouldn’t have to take any funds out of the business. Andriana was in our small apartment shipping out orders, doing customer service, designing new ranges. When I got back in the afternoon, I took over,” Pierre reminisces. “She and I make a great team and I’m forever grateful to have the opportunity to build this dream with her.”
Although cash flow was small to begin with, Pierre and Andriana’s vision for the brand was clear and they were in no rush to become an overnight success. However, that quickly changed after they hosted their first pop-up store in Stellenbosch in 2019. The intense response from customers led to an even more intense journey for the brand.
“After our first pop-up, the demand for a physical presence could not be ignored. That pop-up led to the opening of our first Burnt store in Plein Street in 2022. One of the best decisions ever,” says Pierre.
The Support of Stellenbosch
Through meeting during their student years at the university, hosting Burnt Studios’ first pop-up shop and launching their first retail store in Plein Street, Stellenbosch has been part of Pierre and Andriana’s life in more ways than one.
“Stellenbosch has always had a special place in our hearts, and the support from everyone in town, including the students, the tourists and, of course, the locals, has really been incredible,” says Pierre.
“Stellenbosch is also one of the few towns in South Africa where street-front shopping is still really thriving. We were new to brick and mortar back in the day, so it was a great place to launch our retail offering.”
Since its launch, Burnt Studios has grown into a team of 120 people, opened nine more retail stores across the country, established eight Burnt Running Clubs and launched a warehouse in the United Kingdom.
“At Burnt Studios we’re one big family and we all share in the vision of where we want to take this brand. This vision is on our wall and it’s simple: We will be the greatest global brand to ever come out of South Africa,” says Pierre.
The Winning Formula
As the Burnt Studios family has grown, so too has the Cronje family, with Pierre and Andriana having welcomed their first baby in June this year. There’s no doubt that their daughter, Sofia Maria, will one day be a core member of the Burnt community, strutting the brand in Stellenbosch’s streets just as her parents did.
Alongside their team and these accomplished milestones, Pierre and Andriana are locked in on the brand’s vision and mission. “We all believe in the brand, we all live for the brand, and we’ve got the best community in the country,” Pierre says. “That for us is a winning formula.”