The Afrocentric lifestyle label, co-founded by TV host Selema Masekela, opens on Abbot Kinney for four months, offering beachwear and surfboards inspired by motifs and proverbs from across the continent.
“Before my father passed the biggest message he was trying to share with the world and also with Africans was to take pride in the wonder of the country and the diversity of the continent, the depth of the culture and the immense ways in which creatively — through music, food and fashion — Africa is contributing to the zeitgeist,” he says.
The label, riffing on motifs, iconography, animism and proverbs from across the African continent, was a way for Masekela to pick up the elder Masekela’s mantle and stoke curiosity in the West.
“The design gets people talking, then they learn it’s from South Africa, and it’s a portal into this much bigger story.”
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