The film was created to support the launch of our Spring Summer ‘22 range of apparel and opening of a six month pop-up store on Abbot Kinney Boulevard, Venice, Los Angeles. 

Both the SS22 range of clothing and accessories and the film have at their heart a theme: “Luck is Alive”. 

One of the distinctive characteristics of African surf culture, particularly in West Africa, is a belief in animism. It’s a touchpoint that makes surf culture in Africa different from surf cultures elsewhere in the world. Animism is based on the idea that everything is sentient: that inanimate objects, plants, animals or even entities such as rivers, the weather or the ocean have an individual spirit. 

Mami Wata researched the ways in which an animistic outlook influences graphic design and visual culture in contemporary West African cities, such as Dakar, Senegal, and expanded on them in the designs of its SS22 collection.