New pop-ups make dressing local much easier and way trendier
● No surprise that malls are losing their thrall when shoppers are fed the same chain store fodder from Polokwane to PE.
So, it’s always nice when you get a chance to attend the opening of a store that offers something uniquely Mzansi. Doubly nice that on Thursday night at The Zone shopping centre in Joburg’s trendy Rosebank not one but two local offerings clinked glasses to the arrival of their pop-up boutiques.
First up, I head past the mall’s popular Krispy Kreme doughnut outpost and into Just, which carries local designers including Superella, Guillotine and Anmari Honiball. This is the new incarnation of the whimsical emporium from Justine Reardon, who has long drawn a loyal following for her selection of contemporary yet cutting-edge designer pieces.
“We cater to clients who enjoy dressing for themselves,” explains Justine as she helps customers Mabea Maseola and Marcia Mashabane, the latter coveting a leather dress by a label called Minimal Threads. Meanwhile, around the corner in a walkway teaming with local offerings from top-end designers like Thula Sindi and JJ Schoeman to more readyto-wear like Big Blue and The Space, a fresh concept called “Love X Africa” has set up shop.
The concept marks the coming together of a host of different entrepreneurs including Gugu Nkabinde of underwear brand Gugu Intimates, Galago footwear’s Adhiambo Mula-Lauwers, and Papama Ramogase, whose “Africa Is Now” range of clothing has a cult following.
It drew a trendy crowd including fashion guru Felipe Mazibuko, art lover Didi Mogashoa and Estelle Baffoe, the events entrepreneur wife of media personality Kojo, who sipped Martini cocktails and tucked into the yummy meze platters from Bloomin’ Delicious as they shopped.
As designer Roman Handt, who was one of the many fashion folk who turned up to support, commented: “This is proof of all the different ways you can wear local.”