Subverting the generic designs of the big corporate surf brands, the brand is inspired by local design influences and a more spiritual connection to the sea.
For decades, the image of a surf lifestyle has been one of Southern California’s chief exports, but for too long it’s been tied to an all-white, geographically limited ideal. South African surf lifestyle brand Mami Wata is out to change that. “Everyone assumed the surf industry was surf culture, and the best thing brands did was convince us that was the definition,” said L.A. brand cofounder, sports commentator and TV host Selema Masekela, referring to big names in Orange County and Down Under,