Masa Mara

Founded in 2014 by Amza Niyonzima (popularly known as Eli Gold), Cape Town, South Africa-based Masa Mara is a ready-to-wear label with a flair for the unexpected, one that fuses together a contemporary sportswear aesthetic with elements of Gold’s Rwandan heritage. Powered by a mission to honor the cultural wear of various African tribes, his designs are created to celebrate African innovation and he considers his work to be a mode of communicating African cultural stories of different tribes to today’s generation.

A lifelong lover of fashion, Gold grew up wearing colourful fabrics and prints, though he never imagined that he would one day become a designer. Though he was born in Rwanda he spent a significant amount of time living in other countries including Congo, Burundi, Kenya, and Tanzania, eventually settling in South Africa. This exposure helped him develop a deep understanding of various African cultures, something that aided his development of a brand that is authentic in its representation of the continent’s diverse traditions.

The pieces that make up Masa Mara’s collections can be described as urban activewear and each of his collections feature print heavy, contemporary garments that, according to their designer, are inspired by everything from the physical African landscape to what he sees as the natural vibrancy and optimistic spirit of African people. His offerings are everyday basics given innovative spins that go against the grain, including bomber jackets with eccentric silhouettes and sweatpants emblazoned with clashing patterns. Masa Mara pieces are intended to honor the cultural wear of various tribes while blending these elements with urban active wear, with the aim of celebrating their innovation and introducing traditional values to today’s generation.

Since its establishment, Masa Mara has exhibited at Cape Town’s famed International Jazz Festival as well as South African Menswear Fashion Week. Gold was also invited to show at African Fashion Week in Amsterdam, and in 2017, was awarded the Young African Fashion Innovative Award by NNUA in Canada.