Shelflife Cape Town Store Launch Recap
We’re true to what came before.
The sand… stone beneath us.
We are just one chapter in this story.
The waves, they used to break here.
They used to break here long before us.
And one day, will break here again.
In today already walks tomorrow.
We are custodians for only a point in time.
The past present and future meet.
Cultural icons and heroes were born in these streets.
This is our community platform.
We call it our new home.
For 18 years we’ve been on this journey - we have just taken our next step.
Last week was an exciting and emotional week for us at Shelflife. We closed the doors of our Longmarket Street store, which has been our home in Cape Town for the past ten years, to welcome in our new home on 50 Bree Street. In true Shelflife fashion, our opening week was a celebration of streetwear and connecting with our people.
In our own small way, we have become a part of the city’s history but even more so, have embraced everything Cape Town has to offer while looking globally for inspiration. This store is just a continuation of our journey in the streetwear community with new additions to the store including premium homeware, a gallery and community gathering space, a sneaker wall with collabs and heritage pieces, a ‘Featured Designer' space, as well as a Shelflife Café.
Opening Night: Friends and Family
On the evening of the 11th
of April, the public stepped foot into our new store for the very first time. The night kicked off with a concept walk-through, where we had the opportunity to take our guests through the new areas of the store as well as highlight the heritage aspects of the building, which we integrated into the design of our store. This was an opportunity for media and other brands that we know and love to see the store, as well as our friends and family to celebrate with us.
Launch Day: Our Shelflife Community
The doors of our 50 Bree Street store officially opened on the 13th of April 2024. This was a day filled with community and fire fits. The celebration also continued with our limited edition tees, mugs, pins and ashtrays in honour of the new store. We also created extremely limited, mini dolos’ which are an exact replica of the concrete feature we have in the middle of our store.
Whether it be long raffle lines to copping boxes of spraypaint to just popping in to the store to see what’s happening, you guys have made Shelflife what it is today. Thank you!
The new Shelflife Store in Cape Town is located at 50 Bree Street, Cape Town City Centre.
SEE YOU THERE!
Photos by Jesse Jewelz & Dean Cupido