G-Star Raw launches fifth store eHemingways
By: Yola Kekezwa
August 28, 2014, G-Star Raw opened its fifth store in South Africa at the Hemingways Mall, aph’eMonti.
In the past year G-Star has marked its South African presence by hosting their globally renowned RAW Nights events both in Johannesburg and Cape Town. These events combine an eclectic mix of live music, art and denim innovation- all capturing the dynamic spirit of G-Star.
Brand Director at TFG, Arie Fabian said; “ We really feel that East London deserves a store of their own and to put [it] into perspective this is the latest G-Star motto brand concept opening up in East London in South Africa, so its very exciting and there’s no reason why people in the city shouldn’t get the best.’’
The East London store focuses on providing patrons with an experience of its denim range in a clutter minimum merchandising display. “This conceptual, functional, clutter-free, approach to retail will give visitors a refreshing shopping experience.
”Its all about the image and representing the brand, we just arrived in East London and the response has been very good so far, I am very excited. There is a market here in East London that is why we are here, people traveled to Johannesburg or Cape town to buy premium brands,” says G-Star Raw Manager, Thulani Bokweni.
The brand is renowned for its innovative denim construction, craftsmanship and modern style. International celebrities such as Jay Z, Pharrell Williams and Rita Ora are often seen to be endorsing the brand.
Zodwa Mbeki, among the first patrons at the launch said; “I received an email inviting me to the launch and so far I can say that everything looks good, I’m impressed and I like the products.”
The new G-Star Raw retail store is on the fashion retail floor at Shop no 55a, eHemingway’s Mall.