On Saturday 24 February 2018 , history was made by youth who came from different parts of the country to form the longest recorded store queue for local brands in Africa. The line must have been 200 meters long, stretching from the RHTC x PLAYGROUND Store at 70 Juta street all the way down to the edge of Braamfontein at the Smith street bridge. Now RHTC x PLAYGROUND Store is a youth owned and managed establishment which stands as the only store that exclusively retails local brands, sold all of its wears from all brands including the the Cotton Club Records merchandise which was presented with the experience of meeting one of Africa’s biggest musicians, Riky Rick.
All products sold on the day were accompanied by a ticket to the up-coming Lets Play Outside
Festival which stands as the biggest festival independently put together by more than a 100 street
artists. The significance of that move was to ensure that fans of youth culture would be able to
participate in a festival that is dedicated to growing local entrepreneurship within youth culture by
creating a space for 40 local brands to showcase and retail their products, 20 local musicians on
stage as well as 3 workshops and an exhibition that is centred on local youth culture. Now clearly If there was ever a clear indication of the shift in the consumer and youth culture trend, it was evident with this monumental occasion that achieved more hype and support than any intentional store launch, including Kanye West’s Yeezy sneaker franchise. Play Together Win Together!
