About Us

1999 was a great year for fashion. And just what made it great, you ask? Identity, that's what! It was the year we burst onto the fashion scene, bringing bold, statement-making fashion to the market. And like all good things, we've gone from strength to strength (we’re already 147 stores strong and counting) en route to becoming one of South Africa’s favourite fashion destinations.

At Identity, we're about making hearts flutter, heads turn, and knees weak. All in the name of fever- inducing fashion! Identity is edgy, on-trend and includes the essentials that every wardrobe needs, wants and has to have. At prices that everyone can afford. What more could any fashionista ask for?