South African menswear brand Relay Jeans celebrated its four-decade milestone with RJ40 x Denim Obsessions, an event that put personalisation, local creative talent and community at the centre of its brand experience.
Held at The Playground in Braamfontein, Johannesburg, the event brought together more than 300 guests, including customers, artists, DJs, content creators and media, for a celebration of denim and South African culture.
Rather than focusing solely on its history, Relay Jeans partnered with Denim Obsessions, a creative platform by fashion house Project Inflamed, to give guests an opportunity to engage with denim in their own way.
Customisation stations offered badge-making, distressing, dyeing and rip-and-repair services, while artist Samurai Farai turned clothing into wearable art. A Relay Jeans pop-up store also allowed guests to shop the brand and personalise selected pieces.
“Forty years is an incredible milestone, but the story of Relay Jeans has never been ours alone. It belongs to the people who have worn the brand, made it their own and helped shape our journey,” says Akhona Booi, senior marketing manager for Relay Jeans.
“RJ40 is about celebrating that connection. Partnering with Denim Obsessions allowed us to bring our community together through denim, music and culture, honouring our heritage while inspiring the next generation to make the brand their own.”
More than just a denim party
Music was another part of the brand experience, with performances by Sir Kae 1, LouLou, Latty and Thato, Hungani, Uncle PartyTime and Mpumi Mlambo, alongside headline acts Njelic and Aymos.
Guests arrived in denim-on-denim looks, with photographer Shane Mangxangaza capturing their outfits against a custom Relay Jeans denim wall. Food and drinks from Six Dogs, Play Braam, Filthy Moustache and Krispy Kreme completed the event.
The mix of fashion, music and customisation gave the anniversary a broader cultural focus, connecting the product to the creative communities and personal styles that surround it.
Keeping a 40-year-old brand moving
Owned by The Foschini Group (TFG), Relay Jeans is a South African menswear brand with collections available at dedicated Relay Jeans stores, selected Markham stores nationwide and online through Bash.
The anniversary provides an opportunity to celebrate the brand’s history while introducing its identity to younger consumers. By combining product customisation with local creative talent, Relay Jeans used the milestone to bring its positioning around individuality and self-expression to life.
