From a Stellenbosch dorm to UK cabinets: How life-style model FOM went world

Soon thereafter, he sourced leather hides from a tannery in Cape Town, purchased a sewing machine, and partnered with a craftsperson in Blue Downs to produce a leather sling bag that would later become known as The Russell.

“I was head of memorabilia at my res and I made this bag for a reunion. I made one sample, put a website together, and people pre-ordered over 150 bags. It was a massive success and people started seeing the bag on campus. It started snowballing.”

After that success, it was time to call in the cavalry: his brothers Léan and Marcel.

‘You had to earn your Freedom of Movement’

Léan Boezaart was a chartered accountant working for a top firm in Cape Town at the time and had a business mind. He recalls the day Roal mentioned the term at his wedding and what FOM meant in their Pretoria household.

“My parents had their hands full with four boys. We grew up in Pretoria, went to Affies and were all into sport, so my dad came up with a house rule called Freedom of Movement,” Léan says.

“His principle was that you had to not leave your academics behind. You had to earn your freedom of movement.”

If they achieved their level, coupled with some chores, the boys were ‘free to move’.

“We weren’t sure how it would land at first, but then we played around with FOM and got a friend to put together a logo design,” Roal says.

“We also wrote a one-liner: We want to build a proudly South African lifestyle brand. So, every decision made after that would be around that mission,” Léan adds.

Growth and the first store opening in Menlo Park

Stellenbosch University had an innovation hub on campus called The Launch Lab, which gave the new ‘FOM’ a 10m² room.

A 10 square metre room at Stellenbosch University where the brothers started expanding and making the early Freedom of Movement items.

Leather was the material of choice in the early years, expanding from bags to wallets and other accessories.

Success was beckoning for the Boezaart brothers as their brand Freedom of Movement built out.

Early designs of one of their first bags called The Bobby.

Early designs of one of their first bags called The Bobby.

There, they pulled in a leather craftsman who helped expand the leather range as the business grew, creating a new bag named after himself called The Benjamin.

Naming the bags was important, Roal says, because they could be treated as companions you could take with you.

From there, they moved to a bigger space to sell the goods at markets and to local sellers. And in those days, Facebook and Instagram were on the rise and relatively affordable for startup businesses.

“Through Facebook and the right partnerships, we got noticed. The next logical step was a store. We’re from Pretoria, so we had a nice base there and opened our first store in Menlo Park eight months in,” says Roal.

Over the next few years, the business was in full swing. Investing profits back in the business, products grew to watches and other accessories, as well as apparel.

More stores would open, including a flagship store in Bree Street, Cape Town.

Vellies, Siya Kolisi and the 2019 World Cup

It was during these first few years that Roal’s passion for design would lead to the creation of what would become their best sellers to this day: footwear and the “Vellies”.

“I struggled to find footwear that I genuinely loved,” Roal continues. “Most shoes felt either too formal or too casual. The idea behind the Vellies was to create something versatile enough to do both: a shoe that could be worn to a braai, a wedding or the office without feeling out of place.”

Then up-and-coming rugby star Siya Kolisi became good friends with the Boezaart brothers, often hanging out at their Bree Street office.

Back then, rugby star Frans Malherbe was a friend and brand ambassador, and he introduced the brothers to a young Siya Kolisi, before he was the well-known Springbok captain he is today.

“Siya would hang out at our store in Bree Street, and our friendship just grew organically. We were first friends, and he really loved the products,” Roal says.

This friendship would lead to a partnership and a highlight moment in the brand’s story, when the entire Springbok team would wear the Vellies at the 2019 World Cup just two years after their creation.

Even President Cyril Ramaphosa received a pair from the then-new Springbok captain.

It also yielded two community projects, helping to fund a rugby field in Mbekweni Township, as well as a multi-purpose astro facility in partnership with the Kolisi Foundation, Adidas and TotalEnergies.

The FOM and Siya Kolisi Foundation partnership has helped build a rugby field in Mbekweni Township and a multi-purpose astro facility.

The FOM and Siya Kolisi Foundation partnership has helped build a rugby field in Mbekweni Township and a multi-purpose astro facility.

The FOM and Siya Kolisi Foundation partnership has helped build a rugby field in Mbekweni Township and a multi-purpose astro facility.

Bath store opening and taking FOM to Europe

Today, FOM represents a dorm-room dream: a proudly South African lifestyle brand with a footprint all around the country and online.

Their bestsellers are still their core products, including the Vellies, and made across multiple countries.

They employ 180 people and operate out of a brand-new 2 800m² headquarters in Harvest Park, Cape Town, their seventh in more than a decade.

FOM’s current headquarters is a 2800 square metre campus in Harvest Park, Cape Town.

FOM’s current headquarters is a 2800 square metre campus in Harvest Park, Cape Town.

Roal Boezaart in FOM’s current headquarters in Harvest Park, Cape Town – a 2800-square-metre warehouse.

Going forward, the brand aims to go from 30 stores to 40+ by the end of 2027.

“We’re sticking to our core. You can easily get distracted, but for us it’s about focusing on what we do best: creating exceptional leather products and footwear,” Roal says.

And next month, FOM will be opening its first international store in the rugby and tourist town of Bath.

“Bath is our first step into Europe and we’re incredibly excited about the opportunity. We want to make Bath a success, learn from the market and continue building with a great team on the ground.”

FOM’s first UK store will open in Bath in July.

FOM’s first UK store will open in Bath in July.

Left with final thoughts upon reflecting on the story, Roal had this to add: “I just feel very grateful. I never had big plans. There are ups and downs in work, but when you love what you do, it does not really feel like work.

“I just loved waking up, going to the factory and finishing the product I dreamed up the day before.”

Léan and Marcel have since left the business to pursue other passions, but Léan had this to say: “We could never have imagined building something this significant. If you have an idea, just start with ‘What do I need to do today?’”

As the brand enters its next chapter, Roal, Siya Kolisi and VEA Capital Partners have joined forces behind a shared vision for FOM: to build a stronger, more sustainable company while preserving the entrepreneurial spirit at its heart since its beginnings in that Stellenbosch dorm room.