Mami Wata - The Elbow Project

The Elbow Project

It’s a tough time for all of us. We want to help where we can.

We’ve launched The Elbow Project, a campaign to support grassroots African surf businesses impacted by the global Coronavirus shutdown.

For the month of April buy ANY Mami Wata product online and we’ll give 100% of the profit to grassroots African surf entrepreneurs directly impacted by COVID-19. 

These people operate in countries that either do not have the social and economic safety nets or government bailouts, or their businesses are too informal to qualify for help.

Some of the projects and people we'll be supporting are:

Mami Wata

Cebo’s Surf Report, Durban, South Africa

Cebo Mafuna is well known along the 'Golden Mile' of Durban's city beaches. On any given morning, you'll find him serving the breakfast crowd at the iconic Durban Surf Lifesaving Club. Cebo, a fast and powerful goofy-foot, is a graduate of the Surfers Not Street Children programme, now gainfully employed at the lifesaving club's coffee shop.

To earn extra money he created a WhatsApp Surf Report and signed up many of the Durban Surf regulars. For just R50 ($2.50) a month, Cebo walks along the North Pier and sends frequent video updates of the ever changing surf conditions to alert his digital following whenever the waves are up. Cebo's Surf Report delivers a very useful and cost effective service for the local surfers, that easily trumps the grainy, static webcams.

Due to the Covid-19 pandemic, the coffee shop is closed, surfing is banned and Cebo, unable to earn a living, is facing an uncertain financial future.


Mami Wata

The West Factory, Abidjan, Cote D’Ivoire

Founded in 2016, The West Factory is a surfboard workshop dedicated to the rise and development of surf culture in West Africa by building surfboards, sharing the knowledge and skills of shaping, creating jobs while providing cost effective surf equipment and supporting the local community is their mission.

Founder Pierre Nicoud says, "every surfboard that is made and sold by the West Factory contributes to a scholarship fund and educational packs for the local kids."

“As we create an African surf and beach culture,” Beydoun says, “I want people to make their own boards and become independent of California, Australia and Europe, and I want to do it at a lower price.”


Mami Wata

Apish Tshetsha, Surf coach and tour guide, Cape Town

Apish Tshetsha is a surf coach and project leader at Waves for Change in Masiphumelele, Cape Town, an award-winning Surf Therapy program to improve the wellbeing and emotional stability of young people who have been adversely effected by poverty, violence and abuse.

Through Airbnb, Apish has been offering Surf and Social Impact Experiences for tourists, to supplement his income. His guided tours are extremely popular and very highly rated. Unfortunately, due to Covid-19, business has dried up.

Show your support

Greet these businesses Corona style, with a friendly elbow bump, as demonstrated by South Africa's most leading president, Cyril Ramaphosa

Don’t Panic When You Panic

For April buy any Mami Wata product or the limited edition Elbow Project “Don’t Panic When You Panic” poster and you’ll be directly supporting the African surf economy!

And to say thank you...

We’ll also include in a FREE Mami Wata cap (worth £35 / R449) with every purchase while stocks last (*style dependent on stock).

The Power of African Surf! Support the African surf economy. Please spread the word and let’s bump it!

Look good. Do good. Surf good.

Your friends and lovers at Mami Wata.


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