Refinery has unveiled OSMO, a fresh lifestyle brand inspired by movement, balance, and everyday energy. Blending refined design with functional comfort, OSMO offers a modern take on athleisure — clothing that moves seamlessly from studio to street.
Launching on 30 October, OSMO will debut in six Refinery stores across Ballito, Clearwater Mall, Gateway, Goldfields Mall, Richards Bay and Greenacres, as well as online at Refinerystore.co.za. Each store will feature a dedicated OSMO space designed to reflect the brand’s sleek and energetic aesthetic.
“OSMO represents a natural evolution for Refinery — a celebration of movement and community through style,” says CEO Shaun Hoddy. “It’s about creating clothing that fits into real lives — versatile, functional and beautifully refined.”
According to Operations Executive Shona Bredenkamp, the rollout marks “an exciting new chapter” for the brand, while Buyer Marisa du Plessis highlights the thoughtful design behind each piece — “technical textures, soft movement, and timeless versatility.”
Leading OSMO’s digital storytelling are Konaye Dlatu and Lerato Salemane, who are curating an authentic, lifestyle-driven narrative that champions wellness, community and style in motion.