Relay Jeans, The Foschini Group’s (TFG) leading denim brand, is embracing individuality and the power of being undefined.
The underlying reason for this course of action and movement comes as the brand aims to demonstrate how it has changed over time, shifting from solely emphasising its utilitarian benefits to immersing itself in the local denim culture and uncovering actual stories and denim experiences that are meaningful and relatable to wearers.
A culture is never truly (un)defined unless it is lived by those who participate and are active within it.
Denim has cemented itself as a timeless essential for wardrobes and lives across the globe; whether it’s skinny, straight, ripped, flared or a flexible classic that suits people of various sizes and shapes, denim develops its own identity. There are endless possibilities to what can be accomplished with it – the limit does not exist. Kaybee Ntloana of Relay Jeans mentions:
South Africa has an ever-evolving denim culture that has been expressed and experienced in different ways over the years. As a brand, we’re all about empowering individuality and opening up the beauty of great denim to everyone.
To put a spotlight on the local denim culture movement, we have launched this fresh campaign that will live across all our 113 stores in Southern Africa and across all digital platforms – encouraging us to step out and lead the way in pushing the culture forward, together with the individuals and communities that represent it.
For decades, denim has stood for disobedience, freedom and deviance from the norm. In its first cultural surge it aimed to confront the rigid culture of the 20th century with a spirit of confidence and independence and so here we are decades later, a representation of ordinary freedom without fixed limitations. Undefined.
If there is anything that can be learnt during this difficult time of global expansion and identity formation is to trust in the difficulties, the ups and downs, the process, and most importantly, in oneself. Everything is powerful, including the clothing we put on our backs.
This past weekend, on Saturday the 27th of August, Relay Jeans launched ‘Be Undefined’ in partnership with Feel Good Series and will continue to be amplified across digital and social media channels.
There is power in being without boundary. There is power in being undefined.
