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In Moloto’s words, fashion is becoming “the expanding lungs” of Melville – building on the energy of the Melville Art Mile and a broader resurgence in the area. As foot traffic returns and new spaces open, a network of designers, makers and thrifters is taking shape across its streets.
Style here is deeply personal. As Moloto puts it, “True fashion in Melville is not about conforming to a trend, but relying on the small, highly personal details that shape your identity.” That sentiment carries through on the street. As one passerby on 7th St told him: “This is a place where you come out with your personality, your expression. As long as you’re authentic, you will be received.”
In this spirit, Moloto guides us through the Melville fashion spots worth knowing – whether you’re after everyday wear, something more distinctive, or pieces with a story behind them.
"The Melville aesthetic is heavily defined by how our residents actually wear their clothes in the wild." – Aubrey Moloto
1. Everyday wear and indie labels
SBHIVA
Classic VW Beetles inspire Sbhiva’s unique apparel. “We tell stories through different fabrics,” says founder Sihle Psyle Dube. “For instance, we made a functional T-shirt inspired by the pocket of a Beetle, complete with map pockets.”
Where: 27 Boxes, 76a 4th Ave, Melville
DERWIN PALETTE
Prioritising quality over trend, Derwin Palette believes customers shop with their hands as well as their eyes. Think tactile graphic tees and matching sets.
Where: 27 Boxes, 76a 4th Ave, Melville
SUHU ORIGINAL
Founded by twins Silosethu and Silosekhaya Kondleka, SUHU Original blends luxury with streetwear, creating pieces that feel both global and unmistakably Melville.
Where: 27 Boxes, 76a 4th Ave, Melville
JUNIOR
Named after a family nickname, Junior specialises in meticulously cut, semi-formal pants in anti-wrinkle fabrics – the perfect mix of practicality and personality.
Where: Melville Mansions, 81 3rd Ave, Melville
I MADE IT BRANDS
I Made It Brands focuses on creating a reliable “daily uniform” with matching denim and kimono sets, taking the stress out of dressing while keeping it stylish.
Where: Melville Mansions, 81 3rd Ave, Melville
2. Statement pieces and multi-designer spaces
CONVOY
A collaborative space hosting Heart & Heritage, Sitting Pretty, Sh*t’s Not Tailored and many more, Convoy is for anyone looking for something unexpected. “We attract artists and poets looking for something completely different from the mainstream,” says store manager Bethany.
Where: Bamboo Lifestyle Centre, Cnr Rustenburg Rd and 9th St, Melville
SUPERELLA x BLACK COFFEE
The legacy of Ella Buter's brand Superella continues after her migration to the Western Cape under Jacques van der Watt of Black Coffee in a space shared by both labels, keeping the city well dressed. “Melville is one of the most liberal suburbs in Joburg – a true representation of what South Africa has to offer,” he says.
Where: Cnr 100 7th Ave and 9th Street, Melville
3. Vintage, thrift and one-offs
REMINISCENCEThe grand dame of Melville vintage, Reminiscence sources one-of-a-kind pieces from the 1970s and earlier. “It’s this one piece, this one size – that’s it,” says the owner.
Where: 27 Boxes, 76a 4th Ave, Melville
RELUXE VINTAGE FASHION
Blending sustainability with high-end craftsmanship, Reluxe Vintage Fashion specialises in breathing new life into pre-loved luxury items.
Where: 27 Boxes, 76a 4th Ave, Melville
BOUNTY HUNTERS
A charity shop and cat sanctuary rolled into one, all Bounty Hunters proceeds go towards keeping their feline residents happy.
Where: 71 4th Ave, Melville
HOTEL HOPE
Every purchase at Hotel Hope supports a children’s home. Find clothing, furniture, homeware and trinkets galore.
Where: Cnr 1st Ave and 7th St, Melville
U-TURN THRIFT
Reliable inventory, local designer pieces and a social mission: all U-Turn Thrift proceeds help employees overcome homelessness.
Where: 91 4th Ave, Melville
KEVDON & CO
KevDon & Co is a staple for all things leather, denim, Doc Martens and jewels. Across the road, resident street vendor Sam is your go-to for bespoke repairs – he fixes shoes and bags with genuine leather right on the pavement, and also sells a small range of his own leather goods.
Where: Cnr 7th St and 2nd Ave, Melville
4. Tailoring and bespoke
OKTOBER FASHION
With Oktober Fashion, Benji Oktober crafts one-of-a-kind pieces for matric dances, galas and everything in between. “Clients bring us what they want, and we make it for them,” he says.
Where: 2 7th St, Melville
Alongside Oktober, independent designers and seamstresses like Wishes Boutique Fashion, Mawhethu and Falcon Adams form the backbone of Melville’s fashion economy. Whether it’s a custom dress or a hem repair, talent is always within walking distance.
"The next time you need to update your wardrobe, skip the sterile mall lighting. Take a walk down Melville's avenues, meet the makers, feel the fabrics and invest in a community that wears its history with absolute pride." – Aubrey Moloto
About Snaps on Seventh
Aubrey Moloto is a photographer, videographer and writer. As founder of Snaps on Seventh and a driving force behind the Melville Art Mile, he’s a pioneer of the Melville resurgence. For more from Snaps on Seventh, subscribe to the newsletter here.
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