There’s no place like home! PUMA Select is back in town, joining other über-cool lifestyle brands that add to the inner city’s cultural and clothing buzz and authenticity.
“Forever faster is always first, never second, never third” is Puma’s mantra. It’s only fitting then that the 74-year-old innovative brand that prides itself on a culture of firsts is back where it belongs – with other winners – in downtown Cape Town.
The new store, which opened on 1 September, mirrors the look and feel of other global PUMA Select stores, innovatively showcasing the brand’s premium products and designer collabs. Aside from attracting fashion-forward and streetwear consumers, it also appeals to art and pop culture converts.
The brand has a history with the inner city, having opened its first PUMA Select store here in Bree Street in 2014. The store was a key feature of the CBD’s retail scene until two years ago when it closed down. “This is more a return than a move,” says Brett Bellinger, marketing director for PUMA South Africa. “We want to add a bit of PUMA flavour to the CBD once we get our claws into it.”
AUTHENTICITY IS THE NAME OF THE GAME
In tune with trends, the CBD has always been home to labels that push the boundaries of streetwear; PUMA’s comeback further enhances the offering for fashion-forward consumers.
In May 2022, FLOAT APPAREL, a lifestyle clothing label opened its new flagship store at 137 Bree Street, which happens to be the former home of PUMA Select. The store is a collaboration by friends, Courtney Eley, Matteo Viotti and Keegan Foreman. The brand’s signature range is everyday wear for men and women, as well as unisex clothing influenced by the laidback life they live in the Mother City.
Says Foreman: “Growing up, we had friends from different walks of life. We would float between the different groups and wanted the same for the brand. The name ‘FLOAT’ was inspired by the need not to be labelled and having a wide appeal. We believe this ability to float between stereotypical societal labels allows individuals to balance their interests. Conceptually, we represent the youth of today; the dreamers, the ones who want to push boundaries and soak up the sun while doing it.
” Keeping FLOAT APPAREL and PUMA Select company are these unique, defining stores that are also making their mark in the CBD:
Duck Duck Goose is a multi-brand store by Daniel Sher, who also owns the fashion brand Good Good Good. Here you’ll find independent South African fashion and lifestyle brands, including Beau Beau, Beautiful Boys, Umu Ora, Mighty Long Dog, The Paint Company, Rich Mnisi and Thebe Magugu, who has just collaborated with Valentino’s creative director, Pierpaolo Piccioli. Sher says the brands in store “are carriers of the ambitious South African dream for commercial success in fashion and other design despite the major lack of access to resources”.
Address: 120 Bree St
Site: duckduckgoosestore.com
Pot Plant Club, which opened in April 2022, is a concept store by Salik Harris and Luke Doman, who are also behind the streetwear brand Leaf Apparel. The multi-clothing store stocks local and international brands such as Sample House 357, SOL-SOL, SPACESPINACH and WAFFLESNCREAM. Its owners “want to play a role in the development of their community by helping small brands grow while providing an additional home to our friends whose brands are well developed”.
Address: 215 Bree St
Instagram: @pot.plant.club
Flysole Gallery describes itself as the “home of the fly souls” and a “streetwear gallery”. It’s inviting with its striking purple exterior. What’s even more alluring are the products inside which comprise newly released high-end sneakers and streetwear as well as limited editions and collectables. Effortless cool.
Address: 137 Bree St
Instagram: @flysolegallery
INFLUHKS, derived from the pronunciation of the word “influx”, showcases its products and other local brands such as Lazy Stacks, Brunch Club, Broke, Hopeville Grailz and Artclub and Friends. Its founder, Samson Ajibade, hails from Lagos. In an interview with Bubblegum Club, he says he connected with the word “influx” while researching migration and “somehow felt a connection and held on to it” as he has always wanted to have a space where like-minded people share ideas and talk about fashion and music.
Address: 199 Loop St
Instagram: @influhks
IMAGES: Float Apparel, CCID