For the environmentally and fashion-conscious, Trove is a social e-commerce marketplace that offers users a fun, affordable and sustainable way to shop because only we understand your need to stay fresh.


To spark a new generation of sustainable shoppers throughout South Africa.

Why we exist 

To connect South Africans in fun, sustainable and affordable shopping experiences.

Our purpose

We are devoted to empowering the fashion-forward to embrace their love for fashion in a way that positively impacts the environment and society at large.

Where it all started 

Trove Clothing was conceptualised by eight UCT Postgraduate Entrepreneurship Students, as part of the Genesis Programme, we had  launched this business with the aim to empower people to improve their livelihoods in an economically, socially and environmentally sustainable way.

South Africa, as a developing nation, is underdeveloped and faces many challenges but we see past the challenges. We see a nation full of untapped resources and individuals who just haven't realised their potential yet. We wish to empower South Africans to strive for more and enhance their livelihoods.

Following the success of the business in Cape Town, one of the co-founder decided to expand the business into Eastern Cape starting with East London