About 12 SECONDS

12 SECONDS is a small, founder-run apparel brand from Durban, South Africa.

I'm Colin, the founder. I've spent my career as a medical specialist, and after the chaos of COVID I decided that balance matters, so I started exploring the creative side of my brain. 12 SECONDS is the result: outdoor lifestyle apparel inspired by the wild edges of South Africa — the surf, the bush, the mountains and the old road trips.

Why 12 SECONDS? The name comes from my favourite set of waves ever surfed, which had a 12-second wave period. The number stuck, and it fits: first impressions are made in seconds, so make them count.

How it works. I choose and prepare every design myself. Each item is printed to order by our print-on-demand partners and shipped directly to you, so there's no warehouse of unsold stock. See our Shipping and Refund policies for delivery times and returns.

Questions? Email 12secondsapparel@gmail.com or WhatsApp +27 83 659 8553.