Posted by Mami Wata on March 27, 2020

What happens when you mash up contemporary African surf culture with the rebellious blonde hair and blue-eyed vision of surfing the world fell in love with in the 1980s? 

This is Mami Wata's #afrosurf2020

Take a big pinch of Gotcha and a smaller one of Instinct, South Africa's apartheid-era surf apparel outfits that helped to establish the global template of the "surf brand". Nod to OP, Hang Ten and the loose, rebellious, freeride rise of Quik and Bong. Shakas! These brands rolled out Orange County and Bondi visions of surfing, straight into the mainstream. A high tide of surf's influence on global culture. For a moment the idea of surfing was presented with a single voice, a uniform and a hairdo. And then, slowly, naturally, it started to unravel.

Now add a dash of #bokoharamchallenge and the uplifting spirit of #surftherapy.

In Africa, the 80s, those brands and the idea of a sub-cultural surfing identity, are no reference point. Young kids slide on waves and feel the pure joy that surfing brings, largely unaware of this history. There are no cookie-cutter cultural references. Riding waves in the Motherland is inspiring communities of African surfers to invent and create our own culture, stories and heroes.

But for a moment, let's imagine what it would have been like, if that good old, bad old, punk surf sub-culture of the 1980’s washed up on African shores.

Welcome to #afrosurf2020





Creative Director: @peetpienaar
Photographer: @ricardosimal 

My Look 2020

People change. Styles change. Here’s our take on what’s cooking.
View my look
Follow Mami Wata on Instagram