TFG launches tween-focused clothing brand

"Soda Bloc inspires tweens to be youths: be fun, be different, be informed, be the future, be cool, and be yourself. Created for older children, but with their parents best interests at heart, Soda Bloc collections are fashionable and fun loving, but relevant for the age group," said Alex Harris, Head of Soda Bloc.

Expect casual cool in hoodies, track pants, sneakers, tees with prints and quirky slogans like: 'My favourite days are days when everyone is really happy', 'Good vibes only', and 'Being nice makes you cool'.

Store openings

TFG will open 11 Soda Bloc stores across the country before the end of 2015, with further stores opening in South Africa and Africa in 2016. The first Soda Bloc stores to open in August include the Liberty Promenade and Tygervalley Shopping Centre's in Cape Town, Sandton City in Joburg, and Hemingways Mall in East London.

September store openings will take place at Bay West Mall in Port Elizabeth, the Mall of the South in Joburg and the Mall of the North in Pretoria, whilst further stores will open in Joburg (Clearwater Mall, Greenstone Shopping Centre and Eloff Street) and Pretoria (Middleburg Mall) in October and November.

"We saw an opportunity to fill a gap in the market and took it! We are very excited to launch Soda Bloc to South African consumers. Our goal is to provide fashion that's on-trend and affordable to a broad audience," said Harris.