MAMI WATA Africa’s magical ocean waves inspire this new surf brand

Africa’s magical ocean waves inspire this new surf brand

Mami Wata

In many African cultures Mami Wata is a water goddess, often imagined as a mermaid-like figure, and it is said that those whom she takes as lovers return to everyday life more powerful, knowing and beautiful. She therefore makes a very apt and alluring namesake for one of Africa’s first surf brands. Established in Cape Town in 2016, Mami Wata offers premium boards, clothing and accessories — all ethically manufactured on the continent. More than making stylish surf gear, though, the people behind the brand hope to stay true to the spiritual influence of Mami Wata, by telling visual stories that celebrate African surf and sea culture — mythical and real.

“Africa has some of the world’s best surfing to explore and discover,” says Peet Pienaar, Mami Wata’s creative director, alluding to the fact that so much of Africa’s surf spots are under the radar, as are the surfers themselves. “The image of surfing has always been based around white guys with long blond hair, even though historically speaking, surfing has its roots in diverse places around the globe — including Africa — and originated in Hawaii. We want to help make surf an inclusive activity that anyone can feel part of.”

In Mami Wata’s debut, award-winning short film, Woza (meaning “come” in Zulu), we meet young South African pro surfer Avuyile Ndamase, who is captivated by the power of the sea. “On a wave your mind travels, and then in between waves, the ocean enlightens you,” he narrates as the film travels from busy city streets to the peace found on the waters of Durban, South Africa and Ponto Do Ouro, Mozambique. His personal life story is far from dreamy, though. He grew up in Port St Johns, Transkei and started surfing with his brother as a little boy, and one day they were together when his brother was killed by a shark.

Nonetheless Ndamase couldn’t resist surfing, and sought help from a healer to find the courage to go on. He is now Mami Wata’s brand ambassador. “Having spent time with Ndamase, we realised that surfing for him is a calling more than just a decision,” Pienaar says. “The African experience is very holistic, which is exactly where we want to be as a surf brand, too.”