As the Cape storms battered the Mother City, Matthew Krone, owner of Van Hunks, found a unique way to bring some levity to the situation. Sitting on a beach chair on a Lakeside pavement, dressed in a shirt and tie with shorts, Krone and his colleague got drenched by cars driving through a massive puddle. The video of the stunt has since gone viral, offering a lighthearted moment amidst a week of horror stories and storm-induced havoc.
The idea for the stunt wasn’t born in a boardroom, but out of the shared shock of the storm’s impact. Krone’s own home hadn’t escaped the winds; his outside awning was ripped off during the night, and the brand’s office in Woodstock was battling flooding. According to the South African Government News Agency, the storms have caused widespread damage across the Western Cape.
Van Hunks’ Brand Ethos
For Van Hunks, the crazy act was less about a marketing gimmick and more about staying true to a brand ethos that values resilience and humour. “Our whole brand ethos is about trying to not take ourselves or the world too seriously,” Krone explains. “Especially with all the drama happening globally, we kinda feel the world should sometimes just remember to have some fun too.”
Community-Focused Initiatives
In a country where the divide between lightheartedness and daily struggle is often thin, Krone is mindful of the context. “In South Africa in particular, we are very aware of the struggles and suffering that the vast majority of our people go through every day, so we want to give them something to laugh at and enjoy as part of their storytelling.” Van Hunks is currently running a bubbly giveaway to raise funds for those hardest hit by the Cape storms. The brand has also integrated a monthly charity drive into its operations at the Old Biscuit Mill in Woodstock.
Here are some of the initiatives Van Hunks is involved in:
- Monthly charity drive for people to drop off old clothes, tinned food, and blankets
- Bubbly giveaway to raise funds for those affected by the Cape storms
- Partnerships with local charities to support communities in need
As the Cape storms continue to affect communities, initiatives like Van Hunks’ charity drive and bubbly giveaway are a reminder of the importance of resilience and humour in the face of adversity. For more information on the Western Cape Government’s response to the storms,
