Parooz clothing store, situated in the cool 70 Juta square, is a store that can only be described as uniquely Joburg.
Founded by Roxy Ferreira, Parooz clothing has become a fashion staple for celebrities and up-and-coming stars.
“I started originally by doing pop up stores. Before I had a proper store, I used to pop up all around Joburg – whether it was for a weekend or a month,” said Ferreira.
“Then two and a half years ago I popped up here at 70 Juta for two months and I just loved it so much that I never left.”
Ferreira started her line when she realised there was a need in South Africa for cool and different clothing that wasn’t overpriced or mass produced.
The Parooz style is unlike any other in South Africa as Ferreira draws her inspiration from overseas fashion.
She creates one-of-a-kind items and often produces only a handful of them in order to keep her clothes exclusive, making sure that customers can always have pieces that can’t be bought anywhere else in the country.
Not only does she sell Parooz clothing, but she also promotes and stocks other local and international designs with unique style in her store.
Her love for fashion started at an early age. “When I was younger I’d look on fashion blogs and get inspired, and I found that when I loved certain things I saw, I couldn’t find them in South Africa. [Braamfontein] represents what my shop is about. It’s young and fun and fresh and that’s what my store is about, and the people that hang around here are the same.”
Have you popped in to peruse Parooz? Comment below, and let City Buzz know what you think of the new shop.
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