Curve Gear is set to launch its Woodlands store on 3 August, marking its 6th store in Gauteng and 8th store nationwide. This new location represents the brand’s continued growth and dedication to making high-quality, locally-produced menswear more accessible. Curve Gear has rapidly become a prominent name in the South African menswear industry. With its origins rooted in industrial engineering, Curve Gear brings a unique approach to men’s fashion by combining rugged durability with elevated style.
South Africa’s new and up-and-coming menswear brand is dedicated to producing high-quality, locally-made apparel that meets the practical and aesthetic needs of South African men. By focusing on functionality, comfort, and affordability, Curve Gear has carved out a niche for itself. It appeals to men who appreciate robust, masculine-engineered clothing that can withstand the demands of both work and leisure. This commitment to excellence has enabled Curve Gear to expand quickly, solidifying its reputation as a leader in the South African menswear market.
CEO Jaco Buitendag reflects on the company’s impressive growth and future ambitions, saying, “We’re proud of the immense growth this brand has achieved so far. Our mission is to provide premium apparel designed for men who value rugged, masculine craftsmanship. Coming from an engineering background, I never imagined leading an apparel brand. This journey proves that true strength often lies in the unexpected. We look forward to welcoming our new customers to Woodlands from 3 August, where they can experience the exceptional design and quality of Curve Gear.”
The brand’s name is a nod to its parent company, a leading original equipment manufacturer of heavy-duty slurry pumps, namely the ‘Curve’ range. Initially a brand extension project, Curve Gear rapidly expanded to 8 retail outlets in South Africa. A significant portion of its clothing is manufactured at its CMT in Cape Town, with the majority of its lifestyle boots being 100% South African-made, positioning the brand competitively on a global stage. With local production under its belt, Curve Gear’s design department can keep up with the latest trends to provide up-to-date and stylish solutions for the evolving needs of its customers. By staying trend-focused, the brand ensures that its apparel meets contemporary fashion standards while maintaining its signature rugged appeal.
Jaco Buitendag further elaborates on the brand’s ethos and customer base: “Curve Gear is tailored for South African men who value practicality, functionality, comfort, and elevated everyday wear. Our brand caters to those who embrace an engineering mindset in their daily lives, seeking solutions that enhance their comfort and the value they add to this world. Curve Gear is a men’s brand that celebrates healthy masculinity, highlighting what it means to be a good man and the value of living a purposeful life. Our customers are providers, innovators, and leaders who embody these values.
“Our Curve Gear customers lead dynamic lifestyles, from spending all day on-site getting their hands dirty to enjoying outdoor adventures with friends and family on the weekends. Curve Gear understands the diverse needs of South African men, offering versatile clothing that seamlessly transitions from professional settings to casual outings. Whether you’re staying safe on the job site with Curve Gear’s rugged safety boots or looking sharp at a weekend braai in their iconic Hero Rugby Polo Shirts, Curve Gear empowers men to tackle any situation with confidence and style.” says Curve Gear CEO, Jaco Buitendag.
If you cannot make it to Woodlands for their launch on 3 August from 11 am, you can also shop online at Curve Gear or any of their other 5 Gauteng outlets. Guests can expect complimentary coffee while shopping in-store, as well as launch promotions such as their 3 for 2 on all tops.
