Sneakerheads, fitness enthusiasts and adventure seekers will be happy to know that browsing and shopping the coolest new gear has just become much easier. Sportscene, Totalsports and Duesouth have launched their online stores this month, the latest brands to join TFG’s (The Foschini Group’s) online mall (tfg.co.za).
Totalsports, sportscene, and Duesouth join @home and hi (the mobile solutions store) in the TFG online mall, where customers can shop across all five retailers from one site. You also have a single basket and all your shopping items go to a central point where you can check out all at once. This is a massive win in my books.
Personally I’m most excited about the sportscene online store, where we now have access to some incredible sneaker brands and styles as soon as they launch. Sneakers have become one of the hottest accessories over the last couple of years, working their way into casual and professional wardrobes. Youth Trend specialist Anthea Poulos presented a quick trend talk at the launch of the online stores, explaining why we’ve seen this rise in popular fashion.
#sneaker #art happening at the @sportscene_sa stand at the @foschinisa #tfgomnisport launch. Everyone looks pretty nervous to paint away on their white @converse_sa kicks… _____________________________________________ #fashion #fashionblogger #sneakers #shoes #ShoePorn #sneakerlove #sneakerart #sneakers
A video posted by Liezel Malherbe (@9livesza) on
Jul 7, 2015 at 10:36am PDT
According to Poulos, in the past South Africa didn’t always have access to the products being released internationally, and most people weren’t even aware that these existed. Now we live in South Africa but we understand ourselves in a global context and when the latest trends hit we expect to have access to them immediately.
We live in South Africa but we understand ourselves in a global context and when the latest trends hit we expect to have access to it immediately
Why are people so drawn to sneakers? According to Poulos we still live in a society where it’s quite taboo to pursue a career in a creative industry, as a writer, designer or photographer for instance, and defining yourself through fashion is key. Since you can’t always express yourself in your career, how you look over the weekend becomes a big deal.
Hip hop artist Choc Seruno, who joined Poulos in the talk, also added that people now have a better understanding of sneakers and they’ve become a more recognised fashion item. “Initially a small group of creatives would come together and collect sneakers and it would take forever for shoes to get shipped… then when you walk into a party the next person doesn’t know you just paid R5000 for these kicks… The shift that’s coming through right now, with all the kids understanding what an Air Force 1 is and how it goes from sports into lifestyle, is incredible.”
Initially a small group of creatives would come together and collect sneakers and it would take forever for shoes to get shipped… then when you walk into a party the next person doesn’t know you just paid R5000 for these kicks… The shift that’s coming through right now, with all the kids understanding what an Air Force 1 is and how it goes from sports into lifestyle, is incredible
According to Poulos there are various influences that have made sneakers such a core fashion staple. For one more people are commuting by bus, scooters, trains or bikes and need gear to support that lifestyle. The other thing to consider is that businessmen now are people who grew up wearing sneakers and that is their clothing of choice.
And of course the whole Sports Luxe trend that started a couple of years back helped to establish sneakers as a popular fashion choice, but according to Poulos it has moved from a fleeting trend and become a lifestyle. People aren’t just buying clothes to toss them the next week either. “It’s really about starting to invest more and more in that way of life and in those wardrobes,” says Poulos.
We know that the sneakers you wear says a lot about you, and Poulos stresses that it’s not just about how much you spent on a pair. “It’s not just about buying the most expensive pair, there’s a lot more behind it and it’s about how you make the selection.”
Watch Anthea Poulos and Choc Seruno discuss sneaker culture
Some of my favourite kicks from the TFG Online Mall
Inspired to start building up your collection? Here are a few of my favourites that can be bought online.
1. Le Coq Sportif Women’s R 1400 W Botanic R1499, sportscene.co.za; 2. adidas Originals Women’s Honey Paper 2.0 Mid R1199, sportscene.co.za; 3. Nike Women’s Air Max 90 Jacquard Mamba R1599, sportscene.co.za; 4. adidas Originals Women’s Rita Ora Smoke Honey Low R1099, sportscene.co.za; 5. Converse Women’s Chuck Taylor All Star Snake Tri Zip R1199, sportscene.co.za; 6. Vans Women’s SK8-Hi Slim R699 – R799, sportscene.co.za; 7. Adidas Originals Women’s XC Flux Techfit R1299, sportscene.co.za;
TFG promises delivery within three to five working days and express delivery is also available for major centres. Currently all orders over R500 qualify for free delivery. You can pay with your store card, credit card, or a combination of both.
Main picture and product shots: Supplied
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