From the beginning, the Omega brand has been dedicated to the needs of its patrons.
Made in South Africa, the brand is committed in keeping its tradition of old-world workmanship. Cut from genuine leather and meticulously stitched to the patent design cushioned sole, the design ethos of Omega is to continually refresh its enduring classics and add fresh new design takes as trends evolve.
The strength of township culture is undeniable. From the well-dressed Amapantsula gangsters of the 1930s with their jazz connections; through to the reinvented Amapantsula of the 1990s and their Kwaito vibe; and on to the hip hop loving Izikhothane showmen of the 2000s. These fusions of fashion, music and dance create truly unique South African cultures, far removed from European and Western trends.
Recently it is Amabhinca with Maskandi and AfroPop music that are creating a movement within the townships and beyond; encouraging people to stick to their roots, to embrace African attire, to embrace their own style and heritage but wearing it in a modern way.
And there can be nothing more traditional than an Omega sandal. Once known as the ‘taxi-man shoe’, it was the ‘well-to-do uncle’ who wore them, showing his wealth in the artfully woven sandals.
Today, more and more musicians and celebrities are wearing the Omega brand. They choose to wear Omega with no advertising or influencer relationships - simply because it is their style.
Omega continues to be as relevant to modern culture as ever. We are reinventing our Omega classics in a stylish and modern way proving that Africa can be a driver of modern fashion with its own sense of style and identity.
We do not have to subscribe to European fashions but we can create our own. If you get it, you get it. Creativity can be our own, it can exist anywhere.
