The brand has marked its South African presence by hosting its globally renowned Raw Night events in both Johannesburg and Cape Town. These events combine an eclectic mix of live music, art and denim innovation, all capturing the dynamic spirit of the brand.
This dedicated local strategy resulted in rapid growth in South Africa, with the launch of 25 new mono-brand stores, department store corners, online and multi-brand retailers within the first six months.
The design of the East London store aims to give focus to the individuality of seven iconic pair of jeans from the range, by showing only the product, not the stock. This conceptual, functional clutter-fee approach to retail will give visitors a refreshing shopping experience.
International celebrities such as Cara Delevingne, Rita Ora and Jay Z are often seen wearing the brand.
