GALXBOY Launches Flagship Store in Sandton: A Bold New Chapter in South African Streetwear
On Thursday, 15 May 2025, Urban Lifestyle had the privilege of attending the official launch of GALXBOY’s flagship store in the heart of Sandton, Johannesburg. The store, which officially opens to the public on 16 May, marks a major milestone for the iconic South African streetwear brand. But this wasn’t your typical ribbon-cutting event — GALXBOY opted to debut in true cinematic style.
Before the doors opened, guests were treated to an exclusive screening of a short film inspired by the GALXBOY collection. The film, shot in just one day, was nothing short of a visual masterpiece. It captured the raw energy, authenticity, and creative grit that defines the brand — from its Afro-centric aesthetic to its emotionally resonant storytelling. Cinematography, direction, color grading, and narrative all blended seamlessly into an unforgettable experience.
Following the film, a candid Q&A session took place with the creatives and brand leaders. What stood out most was the emphasis on authenticity and trust.
“We didn’t want to just show the product — we wanted people to feel it,”.
said one of the filmmakers
The concept they created, dubbed “Afro-noir,” embraces gritty realism, evocative sound design, and a distinct departure from commercial gloss.
The team spoke passionately about resisting over-commercialisation and leaning into raw, local storytelling.
“F##k that shiny Western aesthetic. Streetwear is about risk. You don’t know what’s coming around the corner — and neither should the audience.”
one speaker declared, reflecting the brand’s rebellious spirit
Thatiso Dube, a key figure behind GALXBOY, described the ad as a leap of faith.
“This was the first time I saw it. I trusted the team completely. That’s what streetwear is. It’s unexpected. It’s bold.”
Says Thatiso Dube, founder and creative director of GALXBOY
That level of creative freedom and confidence is rare, and it’s precisely what sets GALXBOY apart in a saturated market.
The Q&A also revealed that the short film may be just the beginning. There are early plans to turn the concept into a full series — a layered narrative exploring Johannesburg’s urban landscape and history, using the city’s trees as a metaphor for colonial legacy and spatial inequality.
Beyond the visuals, GALXBOY’s ethos remains rooted in community.
“It’s a giant family. Everyone wearing the brand gets a chance to be seen. It’s not about pushing product — it’s about creating moments.”
said one speaker
That spirit was felt deeply at the event, especially as many creatives spoke about shooting in their own neighbourhoods and telling stories from their own experiences.
The launch wasn’t just the unveiling of a physical space — it was the declaration of a cultural movement. GALXBOY continues to stand at the forefront of youth expression in South Africa, blending fashion, film, and feeling into one unified voice. With its new Sandton store, the brand plants a powerful flag in the country’s business hub, inviting everyone to be part of the moment.
Urban Lifestyle will be watching — and wearing — every step of the way.
