Mami Wata is on a mission to redefine the global surf market. This purpose-led, premium African surf lifestyle brand is already proving its global appeal with extensive international PR, collabs with Moncler and stockists including Mr Porter and Huckberry. Revenue to date is £400K+. Now raising funds for its international launch.

  • Sold 7300+ t-shirts, 2500+ trunks, 1800+ shirts, 1600+ caps & 1800+ hoodies
  • We have shipped 1200+ copies of our AFROSURF book to 39 countries.
  • Global media coverage includes CNN, GQ, Wallpaper, Monocle & HypeBeast
  • Moncler approached Mami Wata to participate in two collaborations


Surfing is a growing $9bn global market with participation surging 80% during Covid. Yet we believe the category is dominated by tired corporate brands telling the same stories with the same generic-looking products.

With African design, fashion and music having an increasing influence on global culture, Mami Wata is positioned to challenge what we believe is a stagnant industry.

Mami Wata is purpose led, different, with a distinct look, and an authentic story rooted in cultural diversity. We manufacture all our products in Africa.

We launched in Cape Town 2017, developing momentum with strong domestic off-line Direct To Consumer sales, considerable global PR, international wholesale orders to the world’s leading retailers (e.g. Mr Porter, Huckberry and Urban Outfitters) and two collaborations with iconic global luxury brand Moncler.

Through Kickstarter, our community has funded a surf therapy club house in Harper, Liberia and the production of the AFROSURF art book (global rights signed by Penguin Random House).

We've sold products to 7,500+ customers generating revenue of £400k+ with an industry beating returns rate of only 1% of our online sales. (FY2020: Revenue £196k, EBITDA -£269k)

We’re inviting you to join the next phase of our journey: our US launch. It’s a bold mission to challenge an industry and make Mami Wata the first global African surf lifestyle brand.


Four years ago whilst standing on Long Beach, Cape Town, friends Nick Dutton and Andy Davis noted everyone was wearing American and Australian surf brands. They agreed the world needed an African surf brand to tell a new story that embraced distinct design and the diversity of African surf culture. They approached designer Peet Pienaar, to join the team. Shortly after launch, Selema Masekela, joined as a co-founder.

Nick Dutton, CEO

Global advertising executive who led brands including Jaguar, Volvo and Snickers.

Selema Masekela (Part-Time)

LA based global surf & skate figure and media personality. Son of South African anti-apartheid jazz legend, Hugh Masekela.

Peet Pienaar, Creative Director (Part-Time)

Designer who has created work for New York Times, MTV Latin America, Commes des Garcon and Bos Iced tea.

Andy Davis, Head of Content (Part-Time)

African surf guide, journalist and publisher of Zig Zag surf magazine.

Jonny Saven, COO + CFO (Part-Time)

Extensive career in the LA fashion industry. Grown business from seed to high growth, including A.L.C and Splendid.

Tilly Dutton, Head of Production

Former advertising TV producer.


Tom Singh OBE (Rianta Capital)

Polly King & Co (Leading global fashion sales agency)

Simon Mottram (Founder and CEO - Rapha)

Marie van Niekerk (Former Marketing Director - BOS Ice Tea)