About Us

BIG BRANDS. SMALL PRICES

DMF – Discount My Fashion – is South Africa’s first and only off-price fashion retailer, offering international big brands at up to 80% off the recommended retail price, every day.

Launched in 2014, DMF stores sell top international clothing and footwear brands for men, women, and children as well as a selection of home and toy products.

Shop our stores and find Michael Kors, Hugo Boss, Adidas, Tommy Hilfiger, Levi’s, Calvin Klein, Coach, Hudson, Seven for Mankind, Levi’s, Zara, ASOS, Ted Baker, Nike, Paige Denim, ALDO, Guess, and many more brands at up to 80% off.

Our Gold Label collection (Clearwater & Woodmead only) offers designer brands including Fendi and Dior at incredible discounts.

As an off-price retailer, our value proposition is underpinned by our prices, fashion-ability and constantly changing assortment.

DMF currently has 7 stores across Gauteng with more opening in 2019.

IT’S A FASHION TREASURE HUNT

Our product assortment changes weekly so be prepared to visit often. We don’t repeat styles, and we never get the same product again so when it’s gone, it’s gone.

With our great value and exciting treasure hunt shopping experience, we believe that DMF offers customers a truly unique opportunity to purchase great value clothing at super competitive prices.

HOW DO WE DO IT?

Unlike traditional retailers who buy from manufacturers or wholesalers’ months in advance, DMF buyers scour the globe to bring back the best brands at the best prices. We buy excess and clearance stock direct from other retailers, vendors, and the brands themselves so our stock is current and the prices are unbeatable.

We pass on our great pricing to customers and that is how we deliver exceptional fashion and value.