For 93 years, “Adventure Starts Here” was a challenge – rugged, serious, built for mountains and open seas. Now, Cape Union Mart has retired those words for good, replacing them with something far more personal: “Live Life Outside.”
For generations of South Africans, preparing for a journey into nature meant a single, inevitable stop: Cape Union Mart. Armed with the iconic promise that “Adventure Starts Here,” the retailer became synonymous with rugged hiking boots, specialized camping gear, and heavy-duty, weather-resistant jackets.
However, in a monumental pivot, Cape Union Mart has announced the retirement of its decades-long positioning. Moving forward, the 93-year-old retail giant is adopting a new mantra: “Live Life Outside.” This is not merely a change in marketing copy; it represents a profound strategic pivot. Cape Union Mart is shifting its lens from extreme, far-flung wilderness survival to the wellness, community, and rhythm of everyday outdoor living – a calculated move to capture a massive cultural shift: the blurring lines between high-performance outdoor utility and urban daily wear.
The Evolution of an Empire: From the “Tavern of the Seas” to High-Street Fashion
To understand why this shift is so significant, one must look at where Cape Union Mart began. Founded in 1933 by Philip Krawitz Senior, the original store sat at the corner of Mostert and Corporation Streets in Cape Town. Dubbed the “Tavern of the Seas,” the retailer initially catered to passing soldiers, sailors, tourists, and fishermen by providing an incredibly diverse array of goods that could withstand rough waters and long voyages.
As the decades progressed, Cape Union Mart skillfully transitioned into South Africa’s premier destination for serious outdoor enthusiasts, with a massive footprint of over 200 stores stretching across South Africa, Botswana, and Namibia. A massive component of their enduring success lies in their proprietary, in-house powerhouse brands. K-Way, launched in 1981, began as an in-house line of technical outerwear and eventually exploded into a South African cultural phenomenon – its iconic puffer jackets becoming a staple for both Table Mountain hikers and Johannesburg commuters alike.
Old Khaki, launched in 1999, was introduced to offer an effortless, casual, and rugged clothing line that successfully bridges the gap between urban streetwear and country leisure. Poetry, meanwhile, was formed as a sophisticated lifestyle boutique under the group’s umbrella, catering specifically to women looking for curated, artisanal clothing and homeware. Yet, consumer behaviors have shifted drastically since 1933, necessitating a major brand evolution.
The Global Phenomenon: The Rise of “Gorpcore” and Modern Outdoor Leisure
Cape Union Mart’s strategic pivot mirrors an explosive macroeconomic trend dominating global retail. For decades, the “athleisure” wave – pioneered by brands like Lululemon and Nike – dominated fashion, convincing consumers that yoga pants and gym sneakers belonged in coffee shops, boardrooms, and airports.
Today, athleisure has evolved into something more rugged, functional, and deeply tied to nature. Enter “Gorpcore”– a fashion trend named after the colloquial term for trail mix (“Good Ol’ Raisins and Peanuts”). Gorpcore describes the adoption of utilitarian, outdoor-oriented gear as everyday streetwear.
Globally, the definition of “being outdoors” has changed. It is no longer defined strictly by summiting Kilimanjaro or spending a week disconnected in the bush. Instead, it is defined by the “errand run,” the morning coffee shop visit, the neighborhood dog walk, or a weekend picnic. Consumers want clothing that offers the high-performance utility of outdoor gear (waterproofing, lightweight warmth, breathability) but styled for social, urban environments.
Global brands have led this charge: Arc’teryx, once a niche Canadian mountaineering brand, is now worn by hip-hop icons on the streets of New York and Tokyo; The North Face cemented its premium fashion status through collaborations with Gucci; Salomon evolved from a trail-running brand into one of the most sought-after sneaker names in urban street culture; and Patagonia successfully merged environmental activism with the corporate casual uniform, creating what became known as the “Midtown Uniform” fleece.
The Criticism Is Understandable
For many South Africans, K-Way represented genuine technical outdoor wear rather than fashion-first apparel. Some loyal customers now fear the company may dilute that identity in pursuit of broader mass-market appeal.
There is concern that outdoor retail is becoming overly lifestyle-driven and less performance-focused.
That tension exists globally too.
Many outdoor enthusiasts believe brands are increasingly prioritizing aesthetics, influencer culture, and casual consumers over serious adventurers and technical innovation.
But this tension is also what happens when niche categories become mainstream.
Why the Shift to “Live Life Outside” is a Strategic Masterstroke for Cape Union Mart
By retiring “Adventure Starts Here” in favour of “Live Life Outside,” Cape Union Mart is democratising the outdoors. Under the guidance of leadership like marketing executive Amanda Vogelman, the retailer is actively expanding its total addressable market in three critical ways. First, by lowering the barrier to entry – the word “adventure” can feel exclusionary, implying physical exhaustion, expensive gear, and intense planning, whereas “Live Life Outside” invites the casual walker, the urban commuter, the wellness seeker, and the social family into their stores, making their premium gear relevant to 100% of a customer’s week rather than just the two weeks a year they go on holiday.
Second, by maximising the power of K-Way and Old Khaki – K-Way provides the high-tech, weather-responsive utility perfect for unpredictable city microclimates, while Old Khaki provides the effortless aesthetic comfort required for social settings, together allowing Cape Union Mart to compete directly with fast-fashion retailers by offering something they cannot: authentic heritage and technical durability.
Third, by capitalising on post-pandemic wellness trends – modern consumers now view spending time outside as a form of mental health preservation and community connection, positioning Cape Union Mart not just as a gear shop, but as a lifestyle enabler.
This is less about the death of a legacy retailer and more about how retail adapts when culture changes.
Because in 2026, “outdoor wear” no longer belongs only outdoors.
A New Era for a South African Icon
Cape Union Mart’s evolution proves that longevity in retail requires continuous reinvention. By recognising that their technical jackets are worn more often on morning school runs than on mountain peaks, the company is meeting its consumers exactly where they are.As they step into the “Live Life Outside” era, Cape Union Mart is ensuring that its next 90 years will be just as culturally relevant as its last – proving that you don’t need to climb a mountain to enjoy the beauty of the outdoors. Sometimes, you just need to step outside your front door.
