Omega shoes have been a staple of South African street fashion for years, transforming 100% soft, genuine leather into the finest collection of stylish, funky footwear.
The brand, a classic icon of township culture, continually refreshes its classics and add new designs as trends evolve. The shoes, once known as the “taxi-man shoe”, were worn by the “well-to-do uncle” fusing fashion, music and dance to create an original style removed from European and Western trends.
From the well-dressed Amapantsula gangsters of the 1930s with their jazz connections; to the reinvented Amapantsula of the 1990s and their Kwaito vibe; and the hip-hop loving Izikhothane showmen of the 2000s, the shoes are loved by musicians and celebrities alike.
Omega Original Footwear recently announced a collaboration with multi-platinum selling songwriter and musician Sjava — a style icon in his own right. According to Sjava, “This new range is about passing on the style. There’s something for each generation”.
The brand’s head designer Mlindelwa Ndlovu said: “In a world filled with influencers and paid partnerships, isn’t it more authentic to work with people who genuinely appreciate and enjoy your product?”
Mlindelwa Ndlovu
Tell us about the brand.
Omega Footwear, with its handwoven and authentic heritage, stands as a reinvented cultural icon. For over 50 years, these shoes have been meticulously crafted in South Africa. Brands like Crocs and Birkenstock have new global markets, it’s our turn as South Africans to share our unique craftsmanship with the world. When everyone else chose to move production offshore in the early 1990s, we chose not to. This is essential to our identity. We're storytellers; brands need to be more than just a product.
Why did you choose to collaborate with Sjava?
We chose him because of the authenticity of the partnership. Sjava has a genuine appreciation for Omega products, which caught our attention. He's bold in his fashion choices, not afraid to mix the old with the new, celebrating his heritage while walking boldly forward. The collaboration represents a significant milestone for Omega, marking our first major partnership in over 50 years. The partnership also leverages Sjava’s influence in the music industry and fashion world.
The brand has a strong connection with music and dance. Why is that?
It has deep roots in taxi and township culture, and its influence on various cultural movements over the decades. Omega has been part of the evolving fashion, music and dance scenes that define South African identity. The brand’s sandals, once known as the “taxi-man shoe”, have been embraced by modern stars and other musicians who wear them not because of advertising, but because they resonate with their personal style and cultural heritage through fashion.
What makes Omega a recognisably South African brand?
Omega Footwear goes back to people’s grandparents, parents, and uncles. Manufactured 100% locally, Omega Footwear not only supports the South African economy but also represents a cultural connection to our history and heritage. Our shoes are a great addition to any wardrobe, embodying cultural pride and a legacy that resonates with South Africans. This partnership features an iconic South African artist and a distinguished local brand, representing the pinnacle of our cultural and creative prowess.
Which other celebrities wear the brand?
Big Zulu, who's recognised for his authentic style, and Young Stunna, another prominent figure in the South African music scene.
Sjava
Describe your personal style?
Eclectic, comfortable and culturally rich.
What do you love about Omega shoes?
Their comfort and timeless style.
What excites you about this collaboration?
How easy and natural it feels. I was an Omega customer before the collaboration — it’s a brand I know and love anyway. I also love that it’s a local brand that's been about and has been respected for many years. Our fathers and uncles wore Omegas when we were growing up.
How do you wear your Omegas?
It’s a versatile shoe so I can style them in so many ways. With the new range, there are even more options. The new Sjava x Omega boot and sneaker are great for winter fits. The sandals can work for both a formal or casual look.
What are you currently working on?
I’m always working on new music and collabs. Spending as much time as possible in the studio. I'm also focusing on different creative elements of the Sjava x Omega partnership. I’m taking the Isibuko tour to the Joburg Theatre for two nights in July where I’ll be performing the entire Isibuko Deluxe album, which was released in May. Both nights are sold out already. We have an exciting cross-generation concert that we (1020 Cartel) have partnered with Thikho Events to put together. It’s myself, Ringo and Lwah Ndlunkulu, and it's going to be held on 23 November: tickets are available on www.thikhoevents.com
Which other local brand do you love?
Maxhosa knitwear.
Which is your favourite colour and style of Omega shoes?
I can't choose just one. It depends on the outfit and the vibe. The new Sjava x Omega sandal range is really nice; I like it a lot. And I also like the new boot a lot. I like all the different designs including, of course, the original sandal.
The Sjava x Omega Footwear range will be available to pre-order from July 1 here and will be available in-stores on August 1.
