Jamaa is a multi-brand pop-up store that has been launched in Sandton City and will be open until January 31, 2025. Featuring brands from Kenya and South Africa, Jamaa means family in Swahili. Highlighting the importance of collaboration and African craftsmanship, brands like Adele Dejak, BeachCult and Kat van Duinen are all on display.
We caught up with some of the team showcasing their goods about all things fashion.
BeachCult:
What is your must-have item for 2025?
Our must-have item for 2025 is anything matching. From stunning linen sets, to matching silk swimwear and apparel, we’re loving a full head-to-toe moment.
What does fashion in 2025 look like to you?
In 2025 we see expansion – from the exploration of new styles to bold, never-before-seen prints that express the wild beauty of womanhood in an effortlessly sophisticated way.
Crystal Birch:
What is your must-have item for 2025?
A hat of course… a hat that protects your skin from the harsh UV rays!
What does fashion in 2025 look like to you?
African! I would like to get to know more local, pan-African brands – I love shopping and supporting local, our continent is magical!
I have my eye on a pair of KKrelé shoes, a Dye Lab dress, and an AAKS bag.
Namnyak Odupoy from Studio Namnyak (Kenya)
What is your must-have item for 2025?
One essential item from our Spring/Summer 2025 collection is our handwoven wrap jacket, which features oversized shoulders. This piece exemplifies style and craftsmanship, making it a must-have addition to any wardrobe.
What does fashion in 2025 look like to you?
Fashion in 2025 embodies a more contemplative and deliberate approach, emphasising local production and sustainability. A profound engagement with traditional crafts, seeking to modernise and reinterpret them within contemporary contexts. By embracing this ethos, the industry can cultivate authenticity and promote a deeper appreciation for artisanal skills while responding to consumers’ evolving preferences.
