New Brooms, Fresh Horses

Important and exciting news. It's all change at Mami Wata. After nearly ten years of wonderful hustle, we are handing the brand to the leadership of a new company and a new team, led by employee #1 and new CEO, Imraan Allie.

We launched Mami Wata in April 2017, with our aim to connect the world to African surf culture and reshape global surf culture. The year before, as we prepared to launch the business, Imraan joined us, bringing his background and experience in clothing production. We had none — just a mad ambition. Imraan has been a constant friend and partner since.

Launching and running an apparel brand isn't easy. Exciting, but not for the faint-hearted, especially with the challenges of Covid and Brexit. We're incredibly proud of what we've achieved and built. Over the past few years, though, as some of the founders stepped back, we reached a point where we knew the business needed a new team to achieve its ambitions — one that believes in our purpose to be a creative force for good in Africa, and our mission to connect the world to African surf culture. We needed someone who wanted to carry the torch forward.

We spoke with Imraan. He has been surfing since he was 12. His first job was in a Cape Town surf shop. His uncle was the first non-white winner of a surfing championship in South Africa during apartheid (his story features in our book AFROSURF). Imraan's family background is in apparel production. He has worked for a major South African retailer. He's surfed South Africa, Mozambique, Western Sahara, and Morocco. He knows the business. He knows our customers. He also knows where we've succeeded and where we haven't. 

Imraan wanted to start fresh — a new business, a new team, new products. So some things will change, that's good. Some things will stay the same, including the commitment to support African youth surf therapy, 2% of all sales will now go to support these initiatives.

The next few months will bring new products as well as some exciting projects. Come down to the new Muizenberg store to check things out.

Thanks to our customers, who wear the brand proudly and have supported us since launch. To all the staff over the years — especially Pinky and Rose, who have been with us all the way. Our surf therapy partners, stockists, partners, investors, Crowdcube, collab partners,  landlords, suppliers, creative partners and contributors. No thanks, though, to the guys who robbed our LA and Cape Town stores. Not cool. Bad vibes, etc.

Africa — thank you for the waves. African surf culture will continue to inform and shape global surf culture. With 42% of the world's youth living on the continent by the end of the decade, Africa too will shape global culture. Mami Wata will grow and represent the continent around the world.

Next year is Mami Wata's 10th anniversary. We'll celebrate that. Until then, expect to hear more from Imraan and the team.

The future's bright. Mami Wata's next ten years and beyond are in exciting hands.

Nick
CEO + Co-founder