Archive Shuts Down Braamfontein for a First Thursday and Weekend Takeover
Braam was on fire for June’s first Thursday and the weekend that followed — and Archive made sure of it. If you were anywhere near Braamfontein on First Thursday, you probably felt the energy shift. Archive, one of the juggernauts of streetwear culture in SA, pulled up and took over the block with a bold, creative, and seriously stylish showcase that had the whole city talking.
This wasn’t your average brand pop-up. Nah, Archive went full throttle — turning a chunk of Braam into their personal playground. Picture this: exclusive thread drops, winter ‘fits styled to perfection courtesy of the Archive brand, local DJs spinning until the streets vibrated, and Joburg’s coolest crowd pulling up in full drip. If you missed it, don’t worry, you can live through all the fire photography on IG.
From the jump, Archive made it clear — this was about more than just clothes. The space was transformed into a living, breathing gallery of street culture. The fire TV screens playing Archive campaign videos and fire art displays too. People were lining up to grab limited- edition gear and peep the winter drops in real time. Stylists were on deck, helping people elevate their look, and it wasn’t long before the Instagram stories started flying.
But it wasn’t just fashion. Archive showed love to the city by collaborating with local creatives. Also shout out to the Macha bar they had too. Also, who can forget the Mocha themed Pantone Sunday to wrap up the extravaganza.
It felt like Braam as it should be raw, expressive, youthful, and full of that unfiltered Jozi energy. If First Thursdays are usually about gallery hopping and casual drinks, this one was something else. Archive didn’t just join the scene — they owned it. The vibe was immersive, loud, unapologetic, and full of life. It was the kind of night where fashion met art, music met identity, and every corner was a content opportunity. It was refreshing to see a big brand doing something with the culture, not just selling to it.
If this takeover is anything to go by, Archive is just getting started. They’re not just stocking sneakers — they’re building moments and communities. Hopefully we can expect more takeovers, more drops, and more experiences that bring fashion back to the people, where it belongs.
Until then, shoutout to Archive for reminding us of what streetwear is all about — self- expression, community, and showing up hard.
