Mavin at 10 continues in style, literally, as Africa’s premier entertainment label announces the launch of a merch line- Culture Hayvn. This move is another laurel in the growing wreath of activations that have graced the 10th-year calendar of the decade-old entertainment powerhouse. Culture Hayvn is a refreshing product line that underlines the effort of the label to connect with its increasingly diverse fanbase. It is a move that gives their community of followers and fans a memorabilia of belonging.
Young, lustrous, and vibrant in design, Culture Havyn appeals to the diverse pulse of the Mavin fanbase. While some prints are baroque and ornate, others sacrifice lavishness for minimalism. The wordmarks that grace the shirts are all an homage to lifestyle- to culture as they proclaim. Bold in its statements and down to earth in its demeanor, the merch line is, definitively, casual-cool. This approach is in tune with the brand's relatable and welcoming posture that has made it one of the continent’s most popular establishments.
Following the launch on the e-commerce site, Lemonwave, Label COO, Tega Oghenejobo rationalized the move as a community-building exercise, bringing the label and its fans even closer. “For us, Culture Hayvn is important because it creates another chain of interaction and identity between us and our consumers. We are already part of their lifestyle, but it's also important that they know that they are part of ours too. Retail is another way of building a personal connection between us and the people that support us’’
Label founder and Afrobeats legend, Don Jazzy also shares this sentiment; ‘Our fans want to identify with us. Beyond the music and the interaction on social media, they want to hold on to something that says that they are Mavins too. This is the gap we have tried to fill with Culture Havyn. We still have even more on the way
Set to be released on Lemonwave- a digital concept store set up to showcase innovative products by creators and new brands- Culture Hayvn will be available for pre-order for only 4 more Days.