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A New Language for Magents

Magents is Afro Vintage in origin but inspired by the climate, the geography, the music, and the spirit of South Africa. The signature Magents t-shirt reflects the exploding talent of a new country, and the eagerness of South Africans to take risks and reinvent themselves. The brand reflects youth and sophistication. It is urban, street, edgy, but it also has the natural wildness of South Africa’s coastline and mountains in mind. It embraces the many cultures in South Africa, the country’s adventure lifestyle, its global savvy, and its spirit of independence.

The look of Magents was partly inspired by Mr. Nelson Mandela’s adventurous outlook on dress code. Mr. Mandela is famous for a certain style of shirt that signals his African-ness, but also points to his willingness to break with tradition, to set a trend, to move away from the past. When they needed branding to compliment their culturally relevant designs, we answered the call.

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Fela Nation is an advertising agency that is dedicated to lifting homegrown brands.

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