Relay Jeans celebrated 40 years in South African denim with RJ40 x Denim Obsessions, a one-night event that brought more than 300 guests to The Playground in Braamfontein.
A celebration shaped by the denim community
Created in partnership with Denim Obsessions, a creative platform by fashion house Project Inflamed, the event brought together customers, artists, DJs, content creators and media. Its focus was on the people who have shaped the brand’s history and the next generation making denim their own.
Guests could customise their clothing at a series of stations offering Stylegod Badges, distressing, dyeing, and rip and repair services. Artist Samurai Farai also turned clothing into one-of-a-kind wearable art. A Relay Jeans pop-up store gave guests the chance to shop the brand and personalise selected pieces.
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“Forty years is an incredible milestone, but the story of Relay Jeans has never been ours alone,” says Akhona Booi, Senior Marketing Manager for Relay Jeans. “It belongs to the people who have worn the brand, made it their own and helped shape our journey.”
South African music took centre stage
Music carried the celebration through the night. Sir Kae 1, LouLou, Latty & Thato, Hungani, Uncle PartyTime and Mpumi Mlambo performed, with headline sets from Njelic and Aymos. Guests arrived in denim-on-denim looks, which photographer Shane Mangxangaza captured against a custom Relay Jeans denim wall.
The event also featured cocktails from Six Dogs, bar service by Play Braam, food from Filthy Moustache, and coffee and denim-inspired glazed doughnuts from Krispy Kreme.
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Four decades of Relay Jeans
For Booi, the partnership with Denim Obsessions brought the brand’s community together through fashion, music and culture. The celebration looked back on Relay Jeans’ heritage while inviting a new generation to shape what comes next.
