Merchants On Long Joburg Pop-Up

WORDS Michaela Stehr PHOTOS Supplied

A contemporary selection of African fashion and design is available in Joburg at a bespoke pop-up store of the local collective Merchants on Long.

Situated in the renowned Keyes Art Mile in Rosebank, the pop-up is located at the Okapi flagship store and gives visitors an opportunity to shop a wide range of carefully curated African fashion from some of the continent’s hottest makers.

Maki Oh, Emilia D, Dye Lab and Sidai Designs are some of the exclusive fashion and jewellery on offer, with updates on collections and ranges happening every week to keep stock fresh, limited and exciting.

What started as a store on Cape Town’s well-known Long Street in 2020 (which recently underwent a soft revamp), there is a shop in the V&A Waterfront, with pop-ups in Paris and London over the last few years. Most recently, a semi-permanent boutique in the Burlington Arcade, London ensures Africa is put on the fashion map globally. A full e-commerce offering also gives people the opportunity to shop at the click of a mouse. 

Merchants on Long

Many of South Africa’s great designers have been nurtured through brand growth by Merchants and currently, the offering includes Lukhanyo Mdingi, Sindiso Khumalo and Viviers studio. Lukhanyo, Viviers, Muso Maxwell and Thebe Magugu grace the rails of the brand-new pop-up store.

“Merchants on Long has a fantastic online store that delivers countrywide,” explains Jeanine Benjamin, Merchants on Long CEO, “but we know that being able to engage with the clothes, physically feeling and seeing the pieces, is the best way to appreciate the quality of craftsmanship and textile choice.

“Alongside some of our best South African fashion, the pop-up will also stock labels from designers across the continent. These include Banke Kuku and Dye Lab, who have a strong fanbase in Johannesburg. Plus many others have a sophisticated appeal, and yet have not been exposed to the Joburg customer.

“We want to be able to bring showcase these designers while supporting and celebrating African craftsmanship,” she adds. 

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