Cape Town (CNN Business) When a South African surf company wanted to put African culture on the global surfing map, it knew it needed a distinct African symbol.

It chose the name Mami Wata or "Mother Ocean," a mermaid-like spirit from West African folklore with long, flowing hair who, followers believe, can charm snakes.

The Cape Town brand designs and produces surf wear, surfboards and accessories. Launched in 2017, it aims to move perceptions of surf culture away from western stereotypes and towards "the power of African surf."

Surf company Mami Wata is aiming to represent the growing diversity of African surfing.

"Surfing's history has been told through the lens of Australian brands and American brands, which is largely a blond-haired, blue-eyed story, whereas actually there's a lot of people that story isn't relevant for," Mami Wata's co-founder Nick Dutton said.

The company is trying to change that by telling a different story.

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