The first African surf lifestyle brand is entering the U.S. market. Mami Wata, whose mission is to be a creative force for good on the African continent, just launched stateside with a premium genderless ready-to-wear collection of apparel and accessories. The products are manufactured in Africa, supporting local organizations and strengthening what brand founders call Afrosurfonomics.
The looks are a reflection of graphics and stories from Mami Wata’s recently published book “AFROSURF,” which profiles more than 25 avid surfers across the continent as it dives into the history of surfing along the West African coast.
“As a kid I never saw any surf brands representing someone who looked like me,” said philanthropist, journalist, TV commentator, surfer, and Mami Wata co-founder, Selema Masekela in a company statement. “Mami Wata is the brand that is redefining the surf culture conversation as a whole. We are thrilled to be bringing the brand to the U.S. to showcase African surf culture and continue to change the global perception of the sport.”
Masekela started Mami Wata with a group of friends who share his love of surf culture and are dedicated to supporting the community. According to the company statement, “Mami Wata, translated into ‘Mama Water’ or ‘Mother Ocean’ in West African pidgin, is dedicated to connecting the world to African surf culture, shining a light both on the centuries-old practices of wave-riding on the continent and its current growing influence on global surf culture.”
The Mami Wata line includes T-shirts, shirts, sweats, trunks, accessories and surfboards. Everything is made from materials grown in Africa. For more on the brand and the collection, go to mamiwatasurf.com
