Stepping  back into
the future: our "Why"

How  do  you  begin  to  tell  a  story  that  starts  before  living  memory and  yet  is  alive  and contemporary at the same time? Call us mad, but this complex conundrum is the heart and soul  of  our  vision.

A mouthful
of a term

Africa’s tangible and intangible cultural heritage is our "why". A mouthful of a term, we know. But mouthfuls are okay once you’ve had a chance to chew them over.  Once you’ve done that, you’ll begin to appreciate all the different nuances, the flavours if you will, that make up whatever delightful morsel you’ve just sampled.


Tangible Vs.
Intangible Heritage

So let’s examine "intangible cultural heritage" alongside "tangible cultural  heritage" — because tangible is easy, right? Picture yourself in an architectural  masterpiece, the Sistine Chapel, for instance. You wander around admiring the frescoes, touching one sculpture then another, feeling textures, and absorbing it all in the now — because tangible heritage engages the senses in a very  physical and immediate way.

But  behind  the  physical  creations  that  you  see,  touch,  smell,  and even  taste,  are  skills, traditions, knowledge, and stories passed down from one generation to the next.  These les "concrete", more  abstract  and  undeniably  harder  to  define  aspects,  are  what  we  call intangible  cultural  heritage.  Together,  and  over  time,  they  also  form the "je  ne  sais quoi", the  peculiarities, specific to the cultures  from  which  they  originate.  And  because  culture does not remain static, heritage evolves — but in the best-case scenario, still remains rooted in the past   yet   relevant  to the present.

A Doorway to

At SIWWAA we want to open doors to new experiences and let people in on the secret.  We want  our  products  and  stories  to  give  our  customers  the  opportunity  to  see  and  feel  the same things people have seen and felt for centuries but through a modern eye


Eschewing Trends

We know that there is so much that is unknown, and even under-appreciated about Africa’s diverse  cultural  heritage,  of  which  craftsmanship  is  merely  a  part,  not  the  whole.  We  are also acutely aware that this is a legacy that needs to be preserved so that future generations can enjoy and learn from it.   So we decided to eschew trends and short-lived fads and look to the past for inspiration for the future. In this way, this rich legacy can result in more than museum pieces stored behind glass walls to be seen rather than experienced.  Instead, they can  be  made  relevant  for  today’s  men  and  women.