Cape Town – A new documentary by the online and print publication investigates Cape Town’s overlooked streetwear scene and bubble culture.
Just Dala – Meet the Bubbleheads of Cape Town is one of the first detailed looks at the city’s streetwear scene. Through the documentary, released this week at Sole DXB, Highsnobiety aims to discover how a group of people who are hustling sneakers across the Atlantic and into South African slums have spawned an important sneakerhead community that global brands need to be aware of.
Featuring interviews with subculture groups and online communities such as Unwanted Kicks and Bubble Koppe, the film explores how the region’s sneaker culture differs from its Western and Eastern counterparts. In South Africa, for example, some of the country’s poorest residents are dedicated sneakerheads, and pour a significant amount of their money into dressing ‘like the fucking elite’.
To discover more about the consumer behaviour and subcultures of South Africa’s young people, read our Emerging Youth Market.