When we see brands doing things that inspire or impress us, we want to give credit where credit is due. Such is the case with the South African surf brand Mami Wata, who has made it their mission to be a creative force for good in Africa.
Mami Wata manufactures their goods in Africa using local materials where possible, supports African youth therapy organizations, and makes a continuous effort to strengthen African surf communities and tourism. Mami Wata was launched in South Africa in 2017 by Peet Pienaar, Nick Dutton, Andy Davis, and Selema Masekela, creating a brand that was 100% reflective of modern African culture through it’s use of slogans, graphics, products and content. The name, “Mami Wata,” is west African Pidgin English literally meaning ‘Mama Water’ or ‘Mother Ocean.’
If you haven’t heard or seen it already, we highly recommend checking out AFROSURF, a spectacular book put out by Mami Wata co-founder Seleem Masekela, which contains a collection of over 200 photos and 50 essays featuring profiles, thought pieces, poems, playlists, illustrations, ephemera, and comics wrapped in an astounding design that captures the diversity and character of Arica. All profits from the book go to two African surf therapy organizations Waves for Change and Surfers Not Street Children.
“Our mission at Mami Wata is to be a creative force for good in Africa. One of the ways we do this is through supporting the youth surf therapy organisation Surfers Not Street Children. They do fantastic work and are an important contributor to the wonderfully diverse fabric of African surf culture which the film night [at the Noah Hideout] celebrated.”
Nick Dutton, CEO and Co-Founder
Noah x Mami Wata at The Hideout
A collaboration and raffle fundraiser between Noah and Mami Wata.
This summer we invited the Mami Wata crew out East to share an edit of films that they felt best showed the vibrancy of Surf Culture in Africa. The result was an eclectic vision of several shorts that showed the impressive breadth and diversity the continent has in not only its geography and surf but creative talent as well. To commemorate the event, we released a small collaborative capsule tying the two brands together through custom surfboards made by York Surfboards Muizenberg, Cape Town, limited edition prints, and a tee shirt. Beside the collaborative products developed between Noah & Mami Wata, the Hideout also now carries some of Mami Wata’s mainline items and their seminal book Afrosurf.
Perhaps the biggest thing we wanted to accomplish through our two brands coming together was a way to enact change through partnership and so we created two different surfboards to be raffled off: one at our event and now one available online. Proceeds from the raffle tickets will go to the surf therapy organization Surfers Not Street Children, a group founded in 1998 whose aim is to identify and assist homeless street children. The organization plays a major role in the response to the street children phenomenon in Durban. It empowers many children to leave street life and develop skills for a brighter future. A real benchmark for SNSC includes a notably won battle against abusive round-ups and forced removals of street children by local authorities.
The film & a special mix made for Noah by DJ Gazelle is now available below. Thank you Mami Wata and thank you Mother Ocean.