3 more reasons why Braamfontein is a cool place to shop

Braam has fast established itself as Joburg's cultural darling for all of the innovative creative firsts that happen there. These new fashion stores will make you love this ever-expanding hub even more.

1. THE HERITAGE

Established international brands including Ben Sherman, Palladium Boots and K-Swiss, and emerging local ones such as Toe Porn (we can explain!) are now all available as part of a one-stop shopping experience at The Heritage. The Scottish Group has created a home for all of these labels in the form of a new concept store, and we're loving the theatre-like signage outside, inviting you in with a simple slogan perched up high: "The Heritage presents..."

Inside the black-and-white themed store you'll find Ben Sherman offering contemporary menswear for those who like to keep their look clean and classic, Palladium Boots for hardy, chunky, adventure-ready footwear, K-Swiss for premium tennis shoes both on and off court, and lastly Toe Porn - for those who take their sock-wearing seriously in bright bold designs.

Visit: Shop 20, corner De Korte and Melle streets, 011-339-1074.

2. RAY-BAN

Ray-Ban's pop-up shop is what's popping, and you only have until the end of May 2015 to check it out.

The iconic sunglasses brand has opened South Africa's first Ray-Ban store (with the largest range of the brand's frames locally) in Braamfontein specifically because, as Ray-Ban brand director Sara Beneventi says: "Vibrant Juta Street couldn't be more fitting. In this hub of arts and innovation, the Ray-Ban store solidifies the effortlessly cool and creative culture that is Braamfontein's defining feature."

And even if you're not heading to the store to buy all the eye candy, keep it in mind over the next few weeks as a hot destination for brand activations from Ray-Ban's current advertising campaign, Never Hide.

Visit: 9 Juta Street, ray-ban.com/southafrica.

3. ADIDAS

In Smit Street, there's a fresh explosion of colour bursting out onto the street from a store window display: it's the work of renowned South African origami artist Ross Symons at AREA3, home to adidas Originals. Pharrell Williams's Supercolor range for adidas has just landed and is the first product drop at AREA3.

The innovative, multipurpose space has moved from its activation space in Maboneng to a new stand-alone concept store in Braamfontein. The store will double as a retail space with statement pieces, staples and new product launches planned for each month, plus a virtual hub for creatives. Stuart Davies, category merchandise manager for adidas Originals South Africa, says: "The progression happened organically as our footprint has grown in Joburg, and we wanted to continue investing in the lifestyle and street-culture space while still collaborating with creative people in Jozi."

Visit: 155 Smit Street, info@are3.co.za.

This article was originally published in Sunday Times Fashion Weekly.