BRAND STORY
Our Story
The founder of AmaNigga, Hush, grew up in Ulundi, KwaZulu-Natal, where he was often labeled as a “uyicharmer”, “usuwuSkrr Skrr?” and “uyiNigga wena” due to his strong influence from American pop culture. These labels became stereotypes in his hometown, defining and categorizing individuals who were drawn to similar cultural elements. Inspired by his personal experiences and driven to challenge societal perceptions, Hush embarked on a mission to create a brand that would redefine and break free from these limitations.
Brand DNA
AmaNigga is a brand that integrates fashion and social issues, particularly labeling stereotypes amongst people. This comes from the stereotype of calling a person a “nigga” due to their unique interests, personality and appearance. The brand runs under a motto of inclusivity, as it represents everyone who was and still is labelled a certain way due to their lifestyle and values, i.e. a nerd. The brand focuses on redefining the word “nigga” in such a way that it advocates for a more positive meaning, shifting away from the previously discriminatory paradigm of the word.It represents a fresh start, new beginnings and a cool term/slang for society. It gives one a sense of pride and recognition for who they are. AmaNigga gives one independence from society’s opinions and description of what and whom they are supposed to be. AmaNigga, freedom of expression.
Brand Vision
AmaNigga envisions a world where individuals are celebrated for their uniqueness and self-expression, free from the limitations imposed by society’s stereotypes. The brand aims to empower people to embrace their individuality proudly and without hesitation.
By challenging the negative associations attached to the term “nigga,” AmaNigga strives to create a society that values diversity, inclusivity, personal freedom.
Brand Mission
AmaNigga is dedicated to creating high-quality and fashionable clothing that serves as a medium of self-expression, encouraging individuals to embrace their identity and confidently challenge societal norms. Through innovative designs and thought-provoking messages, the brand seeks to spark conversations and raise awareness about the impact of labeling and stereotypes. AmaNigga aims to foster a sense of belonging and unity among its customers, representing a community of like-minded individuals who have experienced similar struggles in the face of social judgments.
Brand Values
Inclusivity: AmaNigga embraces people from all walks of life, valuing diversity and celebrating individuality. The brand strives to create a safe and welcoming space for everyone to express themselves authentically.
Empowerment: AmaNigga empowers individuals to break free from societal expectations and define their own narratives. The brand encourages self-acceptance, confidence, and pride in one’s unique identity.
Redefinition: AmaNigga challenges the negative connotations associated with the term “nigga” by promoting a more positive and inclusive meaning. The brand encourages open dialogue and strives to redefine social stereotypes through its fashion and messaging.
Social Impact: AmaNigga aims to create a positive social impact by addressing important issues through its designs and initiatives. The brand collaborates with like-minded organizations and supports causes related to diversity, equality, and self-expression.