The Rubi by Cotton On concept stores will feature a clean aesthetic with washed timber floors, exposed white bricks and studio-style lighting.
"We are thrilled at how well South African consumers have responded to Rubi, the opening of our first standalone stores is a direct response to strong customer demand in the region," said Rubi's GM, David Keay.
This November/December, it's all about capturing that nostalgic feeling of summer holidays with Rubi by Cotton On's Vacay Every Day campaign.
The tan sandal rules this summer, paired back with on-trend Hampton's stripes, denim and soft natural fibres to create the ultimate vacay wardrobe. A bright injection of colour sees the collection swing to high summer mid-season, with bright, bold layers complemented with sandals or pool slides.
Creative manager Jordan Moore said, coming into the New Year the trend takes a subtle nod towards the nineties with monochromatic tones expressed through stripes and laid-back mono prints.
"It's all about no-fuss dressing next season, with sneakers, slides and essential heels ruling underfoot," she said.
"Customisation is another big trend that will emerge in the New Year, which is all about making the look your own and showing us how you live life with Rubi."
