Selema Masekela To Launch South African Surf Brand ‘Mami Wata’ In The U.S.
“This is a brand that aims to redefine the surf-culture conversation as a whole.”
Having hosted everything from the X Games to the most enjoyable surf contest of this year, Selema Masekela has established himself as a pivotal voice in the world of action sports.
While Masekela usually grabs our attention with a microphone, he now plans to turn heads with a more visual approach. As a co-founder of South African surf brand Mami Wata, he will be leading the charge for the apparel brand in the US.
“As a kid all the way through working in the surf apparel industry, I never saw any brands showcasing surfing from the perspective of anyone that looked like me,” Selema says. “This is a brand that aims to redefine the surf-culture conversation as a whole, via the largest surfable continent on the planet as its jumping-off point.”
According to Variety:
Masekela is readying for the stateside debut of Mami Wata’s apparel line, which launches online Oct. 13. Crafted from raw African materials such as spun cotton from Malawi (and produced sustainably, with fully recyclable packaging), offerings include shorts, sweaters, hats and tees. Priced between $45 and $100, the pieces are emblazoned with motifs that speak to African cultures and mythologies, and nod to the continent’s surf heritage.
Check out Mami Wata’s site here.
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