Image: Instagram / @blxckie_
Hip-hop star Blxckie has officially partnered with Side Step to launch its bold New Era campaign, a celebration of culture, style, and community. The campaign is designed to position Side Step at the forefront of fashion, music and next-generation street culture.
The fashion-forward sport and lifestyle clothing store first launched at Small Street Mall in 2008 before expanding across the country and continent.
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Blxckie and Side Step’s partnership aimed at youth
New Era serves as more than just a campaign, representing a full-scale evolution of the Side Step brand and merging fashion, music, digital culture, and immersive experiences into one movement that speaks directly to South Africa’s youth.
Known for his genre-defining sound, progressive aesthetic and cultural impact, Blxckie, real name Sihle Sithole, embodies the energy, ambition and individuality that define this new era.
“This campaign is about evolution,” says Brand Manager Tevin Sebela. “We wanted to create something that feels bigger than fashion; something that reflects where youth culture is going and how music, style and identity continue to shape the next generation.
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Blxckie pays for customers’ items
While at one of over 150 stores, Blxckie surprised a woman and two young boys by buying the items they wanted. The hitmaker even told one of the children that they could get another item off the shelves, which includes brands such as Adidas, Nike, Converse, Playboy, Ellesse, New Balance, The North Face, Puma, Vans, and SikSilk.
Overcome with joy, the woman said, “Thank you, guys. I really appreciate it. I never expected this to happen. God bless you all.”
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