The ❝Dax Martin❞ swimwear brand was started in 2003. Although many of the designs have been featured in and on the covers of South African fashion magazines, very few of the general public know that it is being designed and produced in Durban South Africa. Early in 2003 Dax imported one of the first seamless elasticized hemming machines from the U.K. an enormous undertaking for a small independent brand. He has been instrumental in the training of staff in the use of the machine, not only having one of the first machines of its kind in the country, but also the first trained operators.
Dax has a small production team which handles everything from cutting, printing, swing tag printing, sewing, press operation, packaging and dispatch. Dax believes in empowering his employees, once staff are proficient they have the option of moving from a weekly wage to per unit payment thus enabling them to earn up to three times their weekly wage.
Dax has adapted presses from the demising shoe industry for the use of swimwear with some extraordinary new products. Dax has also designed and helped produce a seamless bra molding machine for use in lingerie and swimwear.
Dax believes in creating niche market products, thus creating employment, and high end fashion products that South Africa can be proud of.
Dax has designed swimwear for the 2008 Miss World beauty pageant, Southern Sun swimwear collection in both Arise Africa and Arise Cape town fashion week, FHM lingerie collections, Cosmopolitan Swimwear collection, Elite Model Search 2009 and the M-net Face of Africa 2009, Miss South Africa 2009, Miss World 2009 and Lingerie for Audi Fashion week.