Oakley makes South African retail debut with first standalone apparel and accessories store
Global eyewear powerhouse EssilorLuxottica is set to broaden Oakley’s horizons in South Africa, announcing the launch of the brand’s first standalone AFA (Apparel, Fashion and Accessories) store at Canal Walk Shopping Centre in Cape Town.
Opening on 5 September, the store marks a decisive shift for Oakley as it moves beyond its core eyewear business into the fast-growing world of performance-driven lifestyle retail. Shoppers will find the full Oakley range of apparel and accessories on offer — a move that positions the brand at the intersection of sport, streetwear and fashion.
Beyond the lenses
Best known for its high-performance sunglasses, Oakley has in recent years been quietly expanding its apparel offering — clothing and accessories infused with the same design rigour and durability that underpin its optical range. The AFA line targets a new generation of consumers who toggle between urban life and outdoor adventure, seeking products that blend technical innovation with everyday style.
“Cape Town represents the perfect market for the first local AFA store. The city’s unique mix of urban sophistication and outdoor culture aligns perfectly with our brand appeal,” said Sade Anter, senior brand manager at EssilorLuxottica.
Riding the athleisure wave
South Africa’s retail landscape has seen surging demand for performance-led fashion brands, as consumers increasingly expect their wardrobes to work hard — seamlessly transitioning from the gym to the city streets.
Oakley’s foray into this space places it alongside a growing cohort of brands responding to this shift. “We’re excited about this store opening as it demonstrates our commitment to offering high-quality, performance-driven products that connect with today’s active consumers,” Anter added.
A strategic foothold
The Canal Walk store is part of Oakley’s wider strategy to deepen its retail presence across Africa and reposition the brand as a complete lifestyle player. Its arrival taps into global trends that blur the lines between fashion, sport and functionality — a convergence often labelled the ‘athleisure’ boom.
By embedding itself in one of Cape Town’s busiest retail hubs, Oakley is betting on a rising class of style-conscious, active consumers — and signalling its ambition to become more than just a name behind a pair of sunglasses.