Shelflife’s New Flagship Store at The Barracks

WORDS Gina Dionisio PHOTOS Paris Brummer

Shelflife’s new flagship store at The Barracks is a heritage-fused streetwear haven.

Shelflife’s new flagship store at The Barracks on Cape Town’s trendy Bree Street is more than a retail space; it’s a testament to the brand’s dedication to community, heritage, and vibrant street culture.

In collaboration with TDC&Co (The Design Company), Shelflife spent a year meticulously crafting the concept and design of the new space. The creative brief for the space centred around three concept pillars: site, surroundings, and sub-culture.

The heritage aspect of the 270-year-old building was integral to the design. “All the original stone walls and structural elements were incorporated into the design,” says Mia Senekal, Interior Design Lead at TDC. “Waves used to crash against these walls, and we celebrated and exposed this feature, offering texture and authenticity to the space. We focused on recycled and re-purposed materials and fixtures, maintaining an honesty of materials while referencing the heritage of the site and city,” she adds.

Central to Shelflife’s ethos is its commitment to community. The space is designed to balance the needs of hospitality and retail, making it conducive to gathering, chilling, and activations. “We achieved this through adaptable and flexible logistics, pause and gathering zones, and immersive features and elements,” explains Mia. This vision becomes a reality in the form of Shelflife Café, which offers freshly baked goods, coffee, and a variety of drinks. The café also serves as a versatile space for community events and future collaborations.

Founded in 2006 and originally located on Longmarket Street, Shelflife has transformed from a modest local venture into an internationally acclaimed brand known for its high standards in streetwear, marketing, and retail.

“The journey from our beginnings on Loop Street then Longmarket Street to this iconic location at The Barracks has been nothing short of remarkable,” said Jake Lipman, Brand & Marketing Manager of Shelflife. “Our company turns 18 this year, and it’s incredible that we have had the opportunity to build the store of our dreams – a mature reflection of our attention to detail and meticulous care in design; values align perfectly with the rich heritage of this building.”

Expanding beyond its initial offerings of streetwear apparel, footwear, accessories, and graffiti products, Shelflife now ventures into homeware, showcasing brands like Hay, Studio Arhoj, and Kuumba. | shelflife.co.za

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