Los Angeles, CA. Californian Premium Denim brand 7 For All Mankind has chosen Johannesburg as location for its first flagship store in South Africa.

The 80-square-metre boutique is located at the Sandton Shopping Centre, right in the city’s main shopping district. The store has dedicated men’s and women’s areas, where customers can find denim, ready-to-wear and accessories collections.

The store design is inspired by the ‘Forever Cool’ attitude of the 7 For All Mankind brand. Contemporary elegance and Los Angeles glamour are key features of the new boutique in Madrid, whose design concept truly conveys the ultimate Californian dream through refined interiors and a savvy combination of diverse materials: sleek metal fixtures, glossy white surfaces, rosewood furnishings, vintage 1960s – and 70s-era leather furniture.

Expressions of the signature California aesthetics that have made 7 For All Mankind the most sought-after global Premium Denim brand can be traced in the new boutique. Every design element exudes this philosophy, from newly-redesigned rosewood denim wall to the cognac-brown leather table serving as display for the newest products in store, through the cozy dressing room area that embodies the idea of a stylish lounge area in a L.A. home – featuring vintage elements of furniture like leather armchairs and a wooden coffee table, bookshelves filled with design and arts books, cacti in vases, framed photographs depicting California lifestyle, and a special wall frame with 7 For All Mankind latest denim styles.