Renaissance Men SA: Shop Talk: LOOM in at Parkhurst with international menswear brands

Loom, a new menswear store in Parkhurst, Johannesburg, is the suburb's (and Johannesburg's) first retail collaboration with a handpicked selection of cult-status brands including Japanese enigmatic fashion label, Comme des Garçons.

Created and co-owned by Anthony Keyworth, Anne Caballé-Keyworth and Richard Shaw – the names behind British fashion label Paul Smith in South Africa – Loom is their third retail project to launch since the arrival of Paul Smith in Cape Town and Johannesburg in late 2008.

Situated at Shop 22 on the corner of 4th Avenue and 10th Street, Parkhurst – a neighbourhood synonymous with European-like sidewalk café culture – Loom occupies a highly visible 110 square metre space in what was previously home to the popular interior-decorating store, Trading Spaces.

Offering a limited collection of street apparel and high-end fashion, Loom is home to a handpicked selection of internationally renowned brands that enjoy a devout following, including: Sixpack (France), Denim Demon (Sweden) and Denham the Jeanmaker (Holland) to name but a few.

Speaking exclusively to men’s interests, Loom’s products include South African staples such as jeans, causal shirts, t-shirts, shoes as well as accessories, collectables, chocolate and coffee.

Loom's shop space is intentionally minimalist with bold shop fittings and excellent lighting, which ultimately places major emphasis on its offering of apparel. Each season will bring new collections, new fashion brands and shop-fit, as well as new objects of curiosity. Watch this (ever-changing) space.