Sneaker Factory debuts new urban clothing label, APX
The Foschini Group (TFG) announced that it has launched APX, a local clothing brand which will be available at selected Sneaker Factory stores in South Africa.
The new label offers a perfect blend of style, comfort, and affordability, providing value-driven fashion that’s easy on your wallet and wardrobe.
With sustainability in mind, APX aims to enhance the clothing experience for South African shoppers, delivering high-quality, trend-conscious pieces.
With a mission is to create versatile and effortless clothing staples that seamlessly integrate into customers' lives, making them perfect for any occasion.
APX's initial launch features a collection of hoodies, t-shirts and accessories designed with the modern trendsetting consumer in mind. Each piece embodies the principles of great value and comfort, making them ideal for casual outings, workouts, or simply lounging at home. The range is versatile and focuses on everyday essentials that every wardrobe needs.
APX is proud to contribute to the local industry by ensuring that 100% of its clothing is produced locally, with a significant portion of accessories like socks also made in South Africa.
In line with TFG's broader sustainability initiatives, APX is part of The Better Cotton Initiative, focusing on ethical sourcing and production practices.
While the initial offering consists of essential clothing items, APX plans to expand its range to include headwear, flip-flops, pool slides, bags, and women's wear. The brand is eager to evolve and adapt, exploring new opportunities such as seasonal jackets and other fashionable staples.
"We recognised an opportunity for a value-focused offering that could stand proudly alongside our existing branded merchandise. APX is not just about competition; it's about enhancing the customer experience by providing quality products at accessible prices," affirmed Sneaker Factory marketing manager, Lulama Mnisi,
"We believe in making a positive impact not only through our products but also in the way we source materials and manufacture our clothing. Sustainability is a core value of our brand, and we are committed to continuing to grow these initiatives."
Supplied by: The Foschini Group.
Guzzle Media
