Over the last several years, surfing has finally started to become more welcoming to folks who don’t fit the traditional idea of a surfer. From organized paddle outs by industry leading brands to stories that highlight Black and brown surfers by major media outlets, the tides are certainly changing. And while this is all a cause for celebration, it also makes other areas in desperate need of evolution all the more apparent—like surf gear. Most major legacy surf brands have deep roots in Southern California or Australia, and rarely pay homage to surf’s global history. But not all.
South Africa’s Mami Wata is changing the conversation with boards, suits, and apparel not only produced in Africa but that also embody and celebrate the continent’s rich surf history. Founded in 2015 by surfers Peet Pienaar, Nick Dutton, and Andy Davis, and later joined by television producer and lifelong surfer Selema Masekela, who has actively used his platform to speak out on the need to change the narrative around surf, Mami Wata is officially available stateside this week for the first time, bringing a level of vibrancy and style no other western surf brand can.