African fashion stores to visit in Johannesburg

Brazilian cool hunter Magá Moura recommends stores to explore the best of South African fashion


'On the streets of Jozi, as the biggest city in South Africa is known, you’ll see people wearing pieces by local brands and items of their own creation. The result is a unique and modern ethnic look. In the central region, multi-brand stores sell clothing and accessories by new designers as well as brands with headquarters in Cape Town. You can immerse yourself in African fashion trends. I visited three cool shops that reveal a little of the local aesthetics and offer great products.'



'They go beyond ethnic patterns and please streetwear fans with local brands. Highlight to the South African company SSS, which takes inspiration from the neighborhood of Soweto, a symbol of resistance against the apartheid government. Take the time to explore the region of Braamfontein, the hippest area in town, filled with cool bars and restaurants.'


Deer Design

'This multi-brand store has everything from décor objects to bags and ties. One of the greatest brands is Pichulik, owned by Katherine-Mary, famous for her African-inspired jewelry pieces and for combining noble materials, like gold and pearls, with glass beads and ropes. Take advantage to visit the tree-lined residential neighborhood of Rosebank.'


Maxhosa by Laduma

'Created by Laduma Ngxokolo, they produce quality pieces inspired by the traditions of the Xhosa, a South African ethnic group. Their strong suit are their incredible colorful knits. Considered a luxury brand, you can find their products in New York, Tokyo, London, and Cape Town. In Johannesburg, their lovely showroom is installed in a shopping gallery in the central region, home to other stores selling ethnic items.'


In the city

A tour of Johannesburg may include stops at historical locales, like the Apartheid Museum, which tells the story of the regime that ruled the country from 1948 to 1994, and Mandela House, in Soweto, where Nelson Mandela once lived.