Cape Town’s original concept store is a feast for the senses.
If you casually name-drop to a Cape Town style guru that you’ve been shopping at Merchants on Long, their eyes sharpen into laser focus… “Which designers?” You’d better have jotted down some notes, as the list of cutting-edge fashion designers from South Africa and across the African continent is long, and they’ll want to know all the details.
The historic art nouveau frontage of Merchants’ flagship store on the bustle of Long Street is sandwiched between two modern high rises, giving the intriguing architecture an appealing sense of time warp. Inside, the original stone walls (quarried from Table Mountain) and the huge mahogany counter create a suitably timeless backdrop to rails of haute couture, up-and-coming fashion brands, a portfolio of home decor, and one-off jewellery pieces to crave.
High fashion
Peruse the rails, revelling in the textures of luxury fabrics, and explore the curated pieces on display. Small but regularly changing collections represent a microcosm of the best pan-African fashion names, introducing the fashion aspirant and lover of luxury to designers both established and emerging. Top South African fashion names such as Viviers, Lukhanyo Mdingi and Sindiso Khumalo hang beside Dye Lab from Lagos, Hamaji from Kenya and Awa Meite from Mali, as well as breakout labels such as Lungijoe Ceramics and Udo &Harmony. These are all brands that are sustainably-led, ethically-made, consciously created… the classics of the future.
Handmade luxury
Founded in 2010, Merchants on Long can easily be described as Africa’s original concept store. Along with a commitment to sustainability, the women-led team aims to resuscitate craftsmanship through handmade luxury. As you browse through the inspiring pieces on the rails you absorb some of the stories they tell. You’ll find innovative pieces that support circular design, rooted in cultural practices and traditions, and a creation process that uplifts communities. And there’s an entrancing diversity of styles, some colourful, others textured, all destined to be signature pieces in a thoughtful wardrobe.
Fashion in the making
Step into Merchants on Long on certain days and become part of the local design community. The atmospheric store is a versatile venue for artistic panel discussions, an exploration of upcycling and sustainability in fashion, and a variety of other pop-up events, the stunning counter doubling as a bar serving bubbly whenever celebration is à la mode.
Head to this Long Street destination store and embark on a sensual exploration of Africa through fashion and design.
Good to know Not in Cape Town right now? Visit the online shop which delivers worldwide.
Opening times Monday – Friday, 9am – 6pm
Saturday, 9am – 4pm
Contact 021 422 2828, info@merchantsonlong.co.za
Where to find it 34 Long Street, Cape Town
Shop Now
Discover all of the Cape’s hidden gems – subscribe to our weekly newsletter.