G-STAR’s first South African artist collaboration lands in Cape Town with Yay Abe. 10and5 was there to see how it all came together.
Illustrator Yay Abe has long been a firm favourite of the 10and5 community. He’s been on our pages since he started out at 21, and we’ve followed his growth over the last 10 years. So it felt fitting to be there to celebrate this moment with him. The collaboration felt even more significant as it marks G-STAR’s first artist partnership on home soil.
For those unfamiliar with Yay Abe, real name Russel Abrahams, he is a Cape Town-based illustrator, artist and mural artist. His work is bold and figurative, often exploring themes of joy, power and human connection. With a strong cultural following, he has steadily built a name for himself in fine art, with a solo exhibition on the horizon to mark 10 years of his practice.
His use of simple forms and saturated colour, grounded in popular culture, made him a natural fit for G-STAR. The brand has a history of working closely with creatives, translating ideas into wearable pieces, with past collaborators including Pharrell Williams, Burna Boy, Walter Van Beirendonck and Rem Koolhaas.
For Russel, the process felt natural. He spoke about the rarity of working with a brand that offers creative freedom, rather than a fixed brief.
“I really created it from a point of passion, asking what is something that I would really like to see out in the world. I created it first as an artwork on canvas. The fact that G-STAR was just like, go ahead and create and have fun, was a really heartwarming experience. A lot of the time the creative process can get watered down, but when you have a brand collaborator that lets you create, it becomes a full circle moment.”
When asked about a defining moment in his career, he pointed to persistence.
“It has definitely been about getting out of my comfort zone and reaching out to as many people as possible. After doing that about 200 times, some people started getting back to me. So my advice to young people out there: just show what you have to offer. Even if it feels uncomfortable or cringy, putting yourself out there is honestly the way to live your best artistic life. And it’s kinda fun.” – Yay Abe
The collaboration has been in the making for over a year.
“Collaboration plays an important role in how we approach creativity at G-STAR. Through our ongoing engagement with local creatives and friends of the brand, ideas often evolve naturally. This limited-edition T-shirt, created exclusively for South Africa, is one such outcome — a simple, wearable expression of shared creative thinking,” said Wedaad Lima, Head of Brand and Marketing at G-STAR South Africa.
The launch took place at Vault on Bree Street, a space G-STAR has been activating over the past few months through a series of cultural, music and fashion events. The evening felt intimate, with a mix of friends, collaborators and Cape Town’s creative community coming together to mark the moment. Old school hip hop from the DJs added to the atmosphere, giving the night a distinct Cape Town feel.
Rémy Martin and Jack Black kept the drinks flowing, while Smasht handled the food with burgers and milkshakes.
The limited-edition T-shirts were available on the night at a discounted price and included a Yay Abe print. For those who missed the drop, the pieces are available via G-STAR online, as well as Bash and Superbalist.
If you missed it, join the party in the video below.
