A Brand Rooted in FreedomSince its launch in 1999, Old Khaki has stood as a symbol of effortless style and unrestricted living. More than just a clothing retailer, it has become a cultural touchstone in South Africa, blending fashion with authenticity, individuality, and community. With the slogan “Unrestricted Since 1999”, Old Khaki continues to redefine leisurewear by prioritizing comfort, durability, and cultural relevance.
The Cape Union Mart Legacy.
Old Khaki’s success cannot be separated from the Cape Union Mart Group, South Africa’s largest family-owned clothing and outdoor retailer. The group’s story begins in 1933, when Philip Krawitz, a Russian immigrant, opened a small store in Cape Town after arriving in South Africa with no money and no English.
– The shop, located near the harbor, became known as the “Tavern of the Seas”, supplying sailors, fishermen, and WWII troops with clothing and gadgets. – In the 1950s, Arthur Krawitz (second generation) introduced South Africans to international brands like Levi’s jeans and Gore-Tex jackets. – By the 1970s, Philip Krawitz (grandson of the founder) spearheaded national expansion, transforming Cape Union Mart into a retail powerhouse. – Today, the fourth generation—his daughters Martine Vogelman and Amanda Herson—carry the torch, ensuring the group remains deeply rooted in family values and South African identity.
Old Khaki: From Private Label to National Icon.
Old Khaki was born as a “shop-in-shop” private label within Cape Union Mart stores. Its popularity quickly outgrew the format, leading to the launch of standalone stores in 2005.
– Core Products: Utility pants, premium heavyweight t-shirts, structured chinos, casual denim, and lifestyle footwear. – Style Philosophy: Everyday fashion that emphasizes authenticity over fast trends, designed to feel easy, wearable, and true to the individual. – Retail Footprint: Over 80 standalone stores across South Africa, Namibia, and Botswana, including flagship locations at the V&A Waterfront, Canal Walk, and Mall of Africa.
Brand Pillars: More Than Fashion.
Old Khaki’s ethos is built on four brand pillars: 1. Authenticity – Clothing that reflects individuality and effortless living. 2. Materials That Matter – Collaborations with jazz artists and local creatives, celebrating culture and craftsmanship. 3. Made Better – Denim and essentials crafted for durability, comfort, and timeless appeal. 4. Community Impact – Supporting local manufacturing and empowering South African youth.
Cultural Collaborations: Jazz Meets Fashion.
Old Khaki has become a cultural curator, using fashion as a platform to celebrate South African artistry.
– Partnerships with the Cape Town International Jazz Festival spotlight icons like Sipho “Hotstix” Mabuse, Sibusiso Mashiloane, and SIO. – Campaigns under Materials That Matter highlight stories of resilience and creativity, positioning Old Khaki as more than a retailer—it’s a storyteller. – Mabuse’s tribute campaign in 2025 honored his five-decade influence on South African music, reinforcing the brand’s alignment with cultural authenticity.
Local Manufacturing: A Contrarian Strategy.
Unlike many global retailers that rely heavily on overseas sourcing, Cape Union Mart and Old Khaki have doubled down on local manufacturing.
– Green Thread Studio (2022): A design and production hub in Cape Town, dedicated to Old Khaki and Poetry clothing lines. – K-Way Factory (1997): Located in Ottery, Cape Town, producing technical outdoor apparel for the group. – Economic Impact: Roughly R265 million annually pumped into Western Cape production facilities. – Job Creation: Directly employs over 900 people, with a multiplier effect supporting 4,500 jobs in the regional economy. – Youth Empowerment: Partnerships with Thandeka TVET College provide learnerships, training unemployed youth into skilled machinists within six months.
This strategy not only strengthens South Africa’s textile industry but also shields the group from international supply chain disruptions.
Customer Experience & Rewards.
Old Khaki ensures that shopping is seamless and rewarding:
– Cross-Brand Rewards: Shared across Old Khaki, Poetry, and Cape Union Mart. – Gift Cards: Usable across all three chains. – Store Card App: Available on iOS, allowing customers to track orders and manage purchases.
Old Khaki’s Cultural Impact.
Old Khaki has disrupted the South African retail landscape by:
– Pioneering Everyday Leisurewear: Moving away from rigid fast-fashion trends. – Boosting Local Manufacturing: Supporting factories and creating jobs. – Expanding Retail Footprint: Growing from a single in-store label to a nationwide chain. – Celebrating Culture: Collaborating with musicians, artists, and creatives to tell authentic South African stories.
A Brand Built to Last.
Old Khaki’s journey from a small private label to a national lifestyle brand reflects a commitment to unrestricted living. Guided by its brand pillars, it continues to inspire communities, celebrate individuality, and strengthen South Africa’s cultural and economic fabric.
As the Cape Union Mart Group enters its fourth generation of family leadership, Old Khaki remains a shining example of how fashion can be more than clothing—it can be a movement rooted in authenticity, durability, and community.
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