MAMI WATA, OR MOTHER OCEAN IF YOU PREFER, is said to be an alluring but dangerous deity. People say that if she takes you as her lover, without drowning you first, you’ll return to the shore with more success and even better looks. More than that, she’s a symbol of fertility, a protector and guardian of her environment. This is the African folklore story that can take credit for breathing life into a brand that’s committed to the captivating combination of African design and surf.
Out of the purest love for surfing, design and Africa, Mami Wata began their journey only a few short years ago. Founded by CEO Nick Dutton, creative director and artist Peet Pienaar, and writer Andy Davis (also known as the Chief Surf Officer – what a job title!), Mami Wata is the first proudly African surf brand.
The lifestyle startup began exploring ways to break through the cultural and sometimes elitist norms that international surf had attached to it. Mami Wata looked at the complex craft history of Africa, decoding our continent’s design, imagery and languages used in graphic textiles, specific to many different regions.
‘We needed to create something for people from all cultural and racial backgrounds,’ explains Pienaar. ‘And it had to stand out. Other surf brands all looked the same.’
This story is from the December 2020 - January 2021 edition of GQ South Africa.
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This story is from the December 2020 - January 2021 edition of GQ South Africa.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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