There are millions of people surfing in Africa and yet, there was no African surf brand out there.

And you’ve had generations of Africans growing up with a narrative of blond-haired, blue-eyed surfers, presented by surf brands.

It just didn’t feel right.

And, what about the brands in Africa, telling the positive stories?

Today we are going to be talking about the power of African surf – and what my good friend Nick Dutton is doing to change the story of Africa.

Nick is the co-founder and CEO of Mami Wata, which is a global African surf lifestyle brand.

Having travelled extensively around the world during his career in advertising, Nick was able to identify the global opportunity for a premium African surf brand. So he moved his family to Cape Town, and with his co-founders, they launched Mami Wata due to their love of Africa, design and surfing, as well as a belief that the world needs a different lens to view and understand Africa.

We talk about why what they are doing matters.

How Mami Wata came about

Their journey of building a business and a challenger brand.

The curve ball of COVID and where this all has taken them.

The story is incredible. And super inspiring.

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And if you’re keen to understand more about TIE and how you can get involved, just shoot me an email at philippa@theinternationalexchange.co.uk.  I’d love to hear from you.