Relay Jeans Marks 40 Years of South African Denim Culture with RJ40
South African denim brand Relay Jeans marked 40 years in the fashion industry with RJ40 x Denim Obsessions, bringing more than 300 guests to The Playground in Braamfontein, Johannesburg, for a celebration of denim, music, art and self-expression.
Held in October 2026, the anniversary event brought together musicians, DJs, artists, content creators, media, customers and friends of the brand. Rather than focusing only on its history, Relay Jeans used the milestone to celebrate the creative communities and individual styles that have helped shape its identity over four decades.
Presented in partnership with Denim Obsessions, a creative platform by fashion house Project Inflamed, RJ40 transformed The Playground into an interactive denim experience where fashion met music, personalisation and South African culture.
The celebration carried a clear message: denim is more than clothing. It is a canvas for identity, individuality and self-expression.
Relay Jeans and Denim Obsessions bring customisation to Braamfontein
At the centre of RJ40 x Denim Obsessions was an invitation for guests to make denim their own.
Through a series of interactive stations, attendees could experiment with different techniques and give their clothing a personal touch. Project Inflamed introduced its Stylegod Badges, Distressing and Dyeing, and Rip & Repair experiences, offering different ways to customise and transform denim pieces.
Artist Samurai Farai added another creative dimension through wearable art, demonstrating how clothing can become a form of individual expression.
The experience also included a Relay Jeans pop-up store, where guests could explore the brand’s collections and personalise selected pieces. A dedicated denim wall provided another visual highlight, with photographer Shane Mangxangaza capturing guests and their denim-on-denim looks.
The collaboration placed creativity and participation at the centre of the anniversary, turning the event into more than a traditional fashion celebration.
Njelic and Aymos headline RJ40 music performances
Music brought another layer of energy to the Relay Jeans anniversary, with a lineup featuring South African DJs and performers.
Sir Kae 1, LouLou, Latty & Thato, Hungani, Uncle PartyTime and Mpumi Mlambo contributed to the entertainment throughout the event. Headline performances came from Njelic and Aymos, connecting the celebration to South Africa’s wider music and nightlife culture.
The lineup reflected the relationship between fashion and music, two creative spaces that have long influenced how people express themselves, build communities and define personal style.
By bringing performers, DJs and fashion creatives into the same space, RJ40 x Denim Obsessions celebrated the cultural connections that extend beyond the clothes themselves.
Relay Jeans celebrates four decades of individuality
Reaching 40 years is a significant milestone for a South African clothing brand, particularly in a fashion landscape shaped by changing trends, generations and expressions of personal identity.
For Relay Jeans, denim has remained central to its story. The anniversary celebration recognised the customers and communities who have worn the brand, made its pieces their own and contributed to its place in South African fashion.
Akhona Booi, Senior Marketing Manager for Relay Jeans, said the milestone belonged to the people who had supported the brand throughout its journey.
“Forty years is an incredible milestone, but the story of Relay Jeans has never been ours alone. It belongs to the people who have worn the brand, made it their own and helped shape our journey,” said Booi.
Booi also highlighted the partnership with Denim Obsessions as an opportunity to bring the Relay Jeans community together through denim, music and culture, while celebrating the brand’s heritage and inspiring a new generation.
The message behind the anniversary was reflected in its closing statement: 40 Years Deep. 4Ever Undefined.
Food, drinks and lifestyle add to the RJ40 experience
The anniversary celebration extended beyond fashion and music, with food, drinks and lifestyle experiences contributing to the atmosphere at The Playground.
Six Dogs supplied blue gin cocktails, while Play Braam handled bar service. Filthy Moustache provided food, and Krispy Kreme brought coffee and denim-inspired glazed doughnuts to the event.
Together with the customisation stations, wearable art, pop-up retail experience and music performances, these elements helped create a setting centred on social connection and creative expression.
More than 300 guests attended the celebration, making RJ40 x Denim Obsessions a gathering of the people and communities connected to the brand.
Where to buy Relay Jeans in South Africa
Relay Jeans is a South African denim and menswear brand owned by The Foschini Group (TFG).
Consumers can find Relay Jeans collections at dedicated Relay Jeans stores, selected Markham stores nationwide and online through Bash.
The brand’s 40th anniversary celebration offered an opportunity to reflect on its history while bringing its identity into a contemporary creative space.
Through RJ40 x Denim Obsessions, Relay Jeans connected four decades of denim with the artists, musicians, customers and communities continuing to shape South African style.
40 Years Deep. 4Ever Undefined.
Frequently Asked Questions
How many years is Relay Jeans celebrating?
Relay Jeans is celebrating 40 years in the South African fashion industry in 2026.
What was RJ40 x Denim Obsessions?
RJ40 x Denim Obsessions was Relay Jeans’ 40th anniversary celebration, held at The Playground in Braamfontein, Johannesburg, in October 2026. The event combined denim customisation, wearable art, music and fashion.
Which artists performed at the Relay Jeans 40th anniversary event?
The lineup included Njelic, Aymos, Sir Kae 1, LouLou, Latty & Thato, Hungani, Uncle PartyTime and Mpumi Mlambo.
Where was the Relay Jeans RJ40 event held?
The celebration took place at The Playground in Braamfontein, Johannesburg, South Africa.
Who owns Relay Jeans?
Relay Jeans is owned by The Foschini Group (TFG).
Where can you buy Relay Jeans in South Africa?
Relay Jeans collections are available at dedicated Relay Jeans stores, selected Markham stores nationwide and online through Bash.
What is the 40th anniversary message from Relay Jeans?
The anniversary message is “40 Years Deep. 4Ever Undefined.”
