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aint strains of Coltrane, a hint of a fragrance, and a slight aroma of good coffee – that sense of pressing pause as you step over the threshold, and exhale. Melodramatic? No. Armitage is the antithesis of melodrama. Neville Armitage created this distinctly masculine retail and experiential space with measured, deliberate intent, and all the niches, players and merchandise within that space, are party to that vision. From the muted jazzy playlist to the calming sense of order, Armitage’s is a wonderful story of Africa meets the world. International brands rub shoulders with local, and a single thread runs through everything – quality. For as long as Neville can remember, he’s been concerned about over-consumption, the rate at which people dispose of things. For him, that translated into buying less, but always quality. And furthermore, he says, “You can’t bargain things right down if you think about the source. Buy fewer things, things that will last …” Neville’s relationship with merchandise began at his after-school job, with the seemingly unglamorous role of opening boxes of apparel. But what he clearly recalls, is anticipation of the next box’s contents, and curiosity as to the person who’d chosen these items. He spent three years at Durban University of Technology studying
It's about the
EXPERIENCE
NEVILLE ARMITAGE IS ARMITAGE MEN’S OUTFITTERS IN UMHLANGA. IT’S A GLORIOUS MENS’ RETAIL AND EXPERIENTIAL SPACE WITH A PERSONALITY TO MATCH ITS LOOKS – INTERNATIONALLY INSPIRED, LOCALLY SHAPED, NEVILLE HAS DESIGNED IT FOR THE DISCERNING MAN WHO WANTS BETTER
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