Refinery steps into the lifestyle space with OSMO
Refinery has launched OSMO, a new lifestyle brand that brings together movement, balance, and everyday energy. The range offers a fresh take on athleisure, combining refined design with comfort made for life on the move.
OSMO officially launches on 30 October, debuting in six stores across three major metros — including Ballito, Clearwater Mall, Gateway, Goldfields Mall, and Richards Bay and Greenacres as well as online via Refinerystore.co.za. The brand will be housed inside select Refinery stores in newly designed OSMO spaces, created to deliver a fresh, modern, and immersive shopping experience.
“OSMO represents a natural evolution for Refinery — a celebration of movement and community through style,” says Shaun Hoddy, CEO of Refinery.
“It’s about creating clothing that fits into our customers’ real lives — versatile, functional, and beautifully refined.” – Shaun Hoddy, CEO of Refinery
Driven by the idea of clothing that moves with you, OSMO combines technical performance elements with everyday comfort — offering versatile, high-quality pieces that feel effortless and remain accessible. Each item has been designed with thoughtful detail and intentional construction, striking a balance between active functionality and refined design.
Shona Bredenkamp, Operations Executive, notes the precision behind the rollout: “Bringing OSMO to life inside Refinery stores marks an exciting new chapter for the brand,” she says.
“Our teams have been intentional about every element — from store design to product presentation — ensuring each space reflects the energy and refinement that OSMO stands for.”
Marisa du Plessis, Buyer, adds depth to the product story: “We were very deliberate about every fabric, fit, and finish,” she explains.
“The range blends technical textures with soft movement, creating pieces that transition seamlessly from studio to street. It’s elevated, versatile, and designed to last.”
The brand’s digital storytelling is led by Konaye Dlatu (Social media strategist) and Lerato Salemane (Content creator), who are building a visual narrative that connects with a new generation of Refinery customers. Their work champions authenticity, lifestyle, and wellness — collaborating with real individuals and voices who embody the OSMO ethos of living in motion with intention and ease.
OSMO is about finding balance — between movement and stillness, between refinement and ease. It’s an invitation to live in motion.
If you’re interested in this story, follow @osmo_in_motion for a first look at the collection, store openings, and behind-the-scenes moments.
