The campaign comes as the brand sets to show how it has evolved over the years with its customers, moving from purely prioritising its functional benefits to immersing itself in the local denim culture.

This is achieved by unearthing and sharing real stories and denim experiences that are relevant and relatable to customers, says the brand.

The campaign features local denim-loving disruptors and creatives such as:
  • Kagiso 'Khujo' Malefane
  • Tshepo Mogorosi
  • Sibangani Ncube
  • Mahlatse 'MJ' James
  • Marvin Louis
  • Mandla Thabethe, and
  • Kalo 'K.Dollahz' Canterbury,

'Be Undefined' adds that it aims to push against the grain and encourage customers to be their true authentic selves.

"South Africa has an ever-evolving denim culture that has been expressed and experienced in different ways over the years," says brand lead Kaybee Ntloana. "As a brand, we're all about empowering individuality and opening up the beauty of great denim to everyone."

"To put a spotlight on the local denim culture movement, we have launched this fresh campaign that will live across all our 113 stores in Southern Africa and across all digital platforms. [This is] encouraging us to step out and lead the way in pushing the culture forward, together with the individuals and communities that represent it," Ntloana adds.

"Through this campaign, we wanted to make sure that every customer possible can see themselves represented and be able to boldly walk into our stores to shop for their favourite denim," Ntloana concludes.

The campaign launched on Saturday, 27 August in partnership with the Feel Good Series and will continue to be amplified across digital and social media channels.

For more information, visit www.relayjeans.co.za. You can also follow Relay Jeans on Facebook or on Instagram.