The fashion industry is nothing if not trendy. It is a fast-paced, progressive sector that requires constant attention and innovation if success is to be had. As Janice Dickinson says; “Reinvention is the key to surviving this fashion industry.”

Although the Hip Hop fashion brand has experienced much success in the South African market, its new owners have analysed the market needs and determined a fresh direction for the well-loved label; versatile attire that is professional enough for work, while being fabulous enough to wear to any event. While the company is known for offering high quality occasion wear available through retail partners, it has redefined and relaunched its offering, providing the market with a range of stylish clothing that women can enjoy all year round.

When Radeen Fashions purchased the Hip Hop brand in January 2014, their vision was clear. “We have developed a modernised Hip Hop brand, and are excited to relaunch the label with a new focus on chic garments that can be worn for anything from a business meeting to an evening occasion,” confirms Gary Castle, Director at Radeen Fashions. Having been established in 1946, Radeen draws on nearly eight decades of fashion industry expertise in the remoulding of the Hip Hop business.

The first new-look Hip Hop store opened at the Willowbridge Shopping Centre in Tygervalley, Cape Town on the 8th of December 2015. “This is currently the only exclusive Hip Hop store in South Africa, although we will continue to distribute through our partner network, in retail stores such as Stuttafords,” says Castle. “While quality will remain an utmost focus, we want to create garments that can be worn and appreciated every day, and not only those beautiful outfits that are saved for the most special of occasions.” With talented designer, Virginia Silberbauer, developing contemporary designs that exude style and flexibility, the range is set to impress.

The Hip Hop brand enjoys an impressive following, proof of which is the over 55 000 ardent fans on its Facebook page. “We often run great competitions, giving our valued customers the chance to win exciting prizes,” concludes Castle.

Interior design by Haldane Martin
Photography by Micky Hoyle