The label officially launched in 2017 from South African co-founders Peet Pienaar, Nick Dutton, Andy Davis, and Masekela, but it only officially launched in the U.S. last month. The label made its American debut with a new, unisex collection that’s available to shop now. The new line includes graphic pieces such as hats, hoodies, T-shirts, and knitwear. “We wanted it to be totally, 100 percent reflective of modern African culture—whether it be the slogans, graphics, or the manners in which patterns are mixed and matched,” says Masekela.
Pienaar serves as the main creative director for the line, but he often collaborates with other African designers or artists on pieces, which are inspired by local, South African culture. Some of the clothes, like the “Rose Street” hoodie, call out specific locations in South Africa (81 Rose Street was Mami Wata’s first store); others take a looser inspiration from its beaches. “If you’re a hardcore surfer, there’s a list of places that you want to check off, and Jeffreys Bay in South Africa is one of those places,” says Masekela. “It’s one of the eight wonders of the world.”