Founded

Founded
by Yodit Eklund, a creative entrepreneur, Bantu Wax is a
brand with a unique mission: to create African-made apparel for
Africans. While Eklund was studying environmental economics and
policy at UC Berkeley, she spent a lot of her off-time with local
surf crowds and found a gap in the surfwear market for
African-inspired designs.

Her instincts were right. Shortly after the launch of her line
Bantu Wax, Barneys New York and Opening Ceremony picked up the
collection. But unlike other brands of a similar nature, Eklund
realised the irony of selling an African brand in the US, and
decided to take Bantu Wax in a different direction. At this point,
she redefined Bantu’s mission, and shifted focus to expand its
African market and stimulate the African economy.

In the past year, Bantu opened its flagship store in Dakar,
Senegal and with overwhelming support from the community is quickly
expanding throughout the continent. In its three shops (the other
two are in Cape
Town and Taghazout,
Morocco) and online the brand sells both men’s and women’s
beachwear, including wildly patterned
swimsuits, graphic tees, custom-made surfboards, beach towels
and beach bags. All of the merchandise is sustainable and fairly
made.

Whether through its brightly coloured prints or by featuring
friends or friends of friends as models, the brand focuses on
embracing its African roots, engaging with the local community and
representing a youthful, athletic and artistic Africa. The line is
changing perspectives of the continent’s fashion with their
commitment to telling Africa’s story by Africans.

Brand Name

Bantu Wax

Origin

Dakar, Senegal

Homebase

Dakar, Senegal

Who is the ideal Bantu Wax customer?

Surfers, afro punks, urban nomads.

How did you come up with the idea behind the brand?

Africa has 26,000km of coastline with uncrowded epic waves and
an incredible youth culture.

What are the biggest challenges of creating an honestly African
brand?

Distraction. So much is happening on the continent, things are
moving at the speed of light, and staying focused on one thing can
be really tough.

Why did you decide to stop selling at Barneys and other
international department stores?

Barneys, like many others, has been an amazing retail partner in
developing our brand internationally. That said, it was really
important for me to pull back and focus on Africa and its youth who
are the inspiration and the reason Bantu Wax even exists. I also
wanted to be closer to the beach and surf more which wasn’t
conducive with running a wholesale business.

How does the brand defy the stereotypes of African culture, and
what perspective of Africa do you aim to show your non-African
customers?

Black people swim.

Three reasons you would tell someone to visit Dakar?

Surf, music, art…. and the food (sorry that’s four)

Where can you catch the best waves in Dakar?

N’gor is famous for its right, but on the other side of the
island
there is an epic left.

While the brand is rooted in the surfing culture of Dakar, its
vision is inspired by all of Africa and you grew up moving
throughout the continent. What are three places in Africa you think
everyone should visit and why?

Timbuktu, because it actually exists and it has an amazing music
festival. Shashemene, Ethiopia. Taghazout, Morocco. Waves for days
and some amazing couscous.

Who are other African brands, musicians, artists, etc we should
check out?

Saido Dicko, François-Xavier Gbré, Cheikh Ndiaye.

Where do you think the next up and coming African destination
is?

Our store in Taghazout just opened.

bantuwax.com