Toyota partners with Innibos and Old School apparel

Toyota partners with Innibos and Old School apparel

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In a country like South Africa, which is rich in motoring culture, few brands evoke quite the same recognition and brand loyalty as Toyota. Whether it’s the diesel clatter of the Hilux on the farm, the trumpeting hooting of the Quantum in the city confines, or just a spirited debate revolving around the best of the Corollas, these are, in some way, as much a part of our societal fabric as pap and braai. 

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Now, in 2025, the Japanese manufacturer, which has been largely dominating the South African Light Commercial Vehicle (bakkie) sector and enjoys more than 90% market share in the taxi transport sector, has made a more concerted effort to further its cultural positioning. It announced two new partnerships that form an integral part of its shift from simply being a transportation provider to becoming a lifestyle and cultural creator that supports local creativity and heritage, away from just showroom floors.

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The first is as a primary sponsorship partner for the Innibos Lowveld National Arts Festival, which ran from 3 to 6 July 2025. It is one of South Africa’s largest art festivals that attracts tens of thousands of festival-goers and reportedly injects between R80 and R90 million into Mpumalanga’s economy. The programme for this year's edition was exceptional, showcasing the best in Afrikaans theatre, visual arts, and, of course, music. Attending the Toyota Innibos on Thursday, the main stage music lineup kicked off with Appel and also featured Eloff, rising star Chris Steyn, Jay, and Lianie May, with headliner Francois van Coke concluding the evening with a thousands-strong, raucous sing-along of some familiar singles.

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“With a rich heritage of over sixty years in South Africa, Toyota has been a legacy vehicle for many households. As a family-centric brand, we are excited to be the main sponsor of the Innibos Lowveld National Arts Festival,” said Leon Theron, Senior VP of Marketing at Toyota SA. “By supporting Innibos, we aim to contribute to the cultural vitality and economic growth of the Lowveld community, and, like the festival, we understand and value the power of community and the impact it transcends.”

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Toyota's Old School clothing line

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The second partnership is a collaboration with Old School, a heritage-inspired clothing brand whose designs speak to South African street culture and history. The Old School Toyota collection draws its inspiration from some iconic local nameplates, think Hilux and Land Cruiser, with the collection featuring a nod to retro design conventions as it embraces the manufacturer’s deep-rooted motoring culture.

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This new collection will join the pre-existing Toyota Gazoo Racing (GR) and other lifestyle ranges on Toyota’s official online apparel store. The Toyota Cheetahs forward Oupa Mohoje, model Minki van der Westhuizen, and J'Something of Mi Casa fame are the faces of Toyota's Old School collection, which offers a more relaxed and nostalgic alternative to the performance-inspired Gazoo line.

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According to the CEO and Founder of Old School, Daneel Steinmann, the collection is a salute to Toyota's role in the lives of South Africans. "From local streets to rugged trails, from Hilux to Land Cruiser, we wanted to create garments that feel as timeless and versatile as the vehicles themselves."

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Toyota's Innibos partnership, as well as the launch of its heritage clothing line, is a considerable, if not entirely new, shift in how it engages with local car buyers. While its primary objective of flogging metal remains unchanged, it’s now also crafting a lifestyle ecosystem and cultural narrative that extends well beyond just the showroom floor. It continues to embrace local culture, it supports homegrown talent and initiatives, and by doing so, it’s positioning itself as more than just a car manufacturer for South Africans.

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And isn't a brand's heritage positioning more important than advertising budgets? In South Africa, it is...

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