Toyota South Africa Motors (TSAM) has forged a partnership with South African leisurewear label Old School, signalling a strategic move into the lifestyle market. This collaboration aims to reflect Toyota's established presence and cultural connection within South Africa through a contemporary fashion perspective.
The resulting Toyota x Old School Collection presents a limited range of garments. It combines Toyota's recognised design principles with Old School's characteristic relaxed style. The collection is intended to embody a spirit of innovation and resilience, merging automotive heritage with current urban fashion trends.
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"This partnership extends beyond fashion; it's centred on narrative," stated Tasneem Lorgat, General Manager of Marketing Communications at TSAM. "Toyota has consistently been part of South Africa's story. Working with Old School allows us to honour that journey in a manner that connects with a new generation of creators, thinkers, and drivers."
The collection's launch aligns with the introduction of Toyota South Africa's new e-commerce platform. This digital storefront is designed to provide customers with a streamlined online shopping experience. It will function as the sole online outlet for this lifestyle collection, as well as for forthcoming brand collaborations and merchandise.
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Design inspiration for the range is drawn from familiar Toyota vehicles, including the Hilux and Land Cruiser, reinterpreted through modern street culture influences.
Daneel Steinmann, CEO and Founder of Old School, commented on the venture: "We focus on building brands rooted in meaning, heritage, and pride – values Toyota has represented for generations in South Africa. This collection is more than fashion; it acknowledges Toyota's role in countless South African lives. From city roads to off-road paths, Hilux to Land Cruiser, we aimed to create garments as adaptable and enduring as the vehicles. Partnering with Toyota has been significant for Old School, and this initial release marks a starting point."
Featuring retro-inspired elements, tailored leisurewear, and distinctive Toyota branding, the launch included exclusive product releases to Toyota brand ambassadors. These featured local personalities such as model Minki van der Westhuizen, musician J’Something, and Toyota Cheetahs rugby player Oupa Mohoje.
The Toyota x Old School Collection is currently available for purchase online via the new Toyota e-commerce store at shop.toyota.co.za.
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