Mami Watata Joins Vans on an African Surf-Inspired Collection
Mickey Phoon — March 12, 2023 — Lifestyle
References: vans.co.za
Vans announced a collaboration with surf advocate Mami Wata on an apparel and sneaker collection that features African-surf-inspired designs. The inspiration for the collection relates to the sights, sounds, and cultural history of the African continent. The range includes sneakers, shirts, hoodies, socks, shorts, and more in vibrant hues and is made of recycled fab.
A standout from the line are the sneakers. The design features Vans' classic sneaker model, the Vans Authentic VR3 Sf, with a variety of pastel colors, graphic symbols, and a micro-checkerboard print in Mami Wata cream color with green and blue shown. The upper is filled with characters that pay tribute to the continent's vintage music posters. In addition to the white midsole, these icons can be seen embroidered on the lateral and the heel tab. The collection is currently available for purchase.
Image Credit: Vans, hypebeast, hypebeast
A standout from the line are the sneakers. The design features Vans' classic sneaker model, the Vans Authentic VR3 Sf, with a variety of pastel colors, graphic symbols, and a micro-checkerboard print in Mami Wata cream color with green and blue shown. The upper is filled with characters that pay tribute to the continent's vintage music posters. In addition to the white midsole, these icons can be seen embroidered on the lateral and the heel tab. The collection is currently available for purchase.
Image Credit: Vans, hypebeast, hypebeast
Trend Themes
1. African-surf-inspired Fashion Collections - There is an opportunity for fashion brands to create clothing lines that incorporate African-inspired designs and patterns to attract a wider audience.
2. Sustainable Fashion - Brands can explore the use of recycled fabrics and eco-friendly materials in their fashion collections to appeal to socially conscious consumers.
3. Collaborations with Advocates of Underrepresented Communities - Companies can partner with advocates of underrepresented communities to create fashion collections that tell unique and untold stories to appeal to socially aware consumers.
Industry Implications
1. Fashion - Fashion brands can incorporate African-inspired designs and sustainable materials into their collections to capture a wider audience.
2. Surfing - Surfing culture can continue to be an inspiration for fashion and lifestyle brands looking to create unique collections that celebrate diversity and inclusivity.
3. Sustainability - Sustainable fashion brands can partner with advocates of underrepresented communities to create socially conscious collections that promote sustainable materials and production processes.
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