Manifestations of Optimism
It's surf time
Optimism manifests itself around the world in different ways for different people, looking at them gives us a window into different sub-cultures. Research shows Africa’s youth is the most optimistic in the world. A key driver of this relates to how much they feel they have to gain Vs how much they have to lose. This optimism has a massive effect on creativity around the African continent.
One of the manifestations of this optimism in culture is Izikhothane.
Izikhothane in South Africa refers to showmanship or dance battles where groups or individuals compete against each other in front of large crowds to determine which party was wealthier. Big in the early 2000, these battles are performed using material items such as money, mobile phones, clothes or watches. In most instances a ’battle’ is won by the intentional destruction of one's own expensive items to demonstrate a lack of concern for such material possessions due to the ability to afford more of the same.
Surfing is booming across Africa and improving many lives at the same time. For the surfers it brings a sense of optimism for the good times and creative expression when connecting with the ocean and riding waves. Surfing is another manifestation of Africa’s optimism.
Our new collection brings together these two manifestations of African optimism, the concept of Izikhothane and surfing. It aims to give a fresh perspective and shine a light on a powerful slice of African culture - Optimism.
It's surf time.