THE MARKET Mambo Was Launched in 1984 Into An

THE MARKET a catalyst to expand the parameters of what was As Anything), Richard Allan, Robert Moore, Josh Mambo was launched in 1984 into an industry that once a very one dimensional industry. Petherick, Paul McNeil, Ben Frost, Beci Orpin, Maria was entirely focused on the production of a surf- Kozic, and David McKay plus, Mark Falls and specific product. It was an industry that had grown HISTORYHISTORYHISTORY Robert Williams (US), Trevor Jackson (UK) and rich selling a “dream” and as a result had become Mambo was launched by Dare Jennings in 1984, very exclusive. It was also an industry that in “in a nice pair of boardshorts and a fashionably Mambo’s opinion “took itself far too seriously”. oversized t-shirt”. Their classic ‘Farting Dog’ t-shirt Mambo decided that in was released in 1987 and is addition to producing possibly one of the most clothing it would share with recognisable t-shirt the market its passion for art, graphics on the planet. humour, music and politics. While Mambo produces a In so doing, it became one of the first wide range of surf and street related brands to move out of the surf- products they remain first and foremost, a specific market and into the more surfwear label. But Mambo is not eclectic, surf and streetwear market like other surf labels. Their where it continues to operate today. passion for surfing represents While Mambo is just one aspect of a much richer situated mainly in the youth life. Unlike the major brands, clothing and textile area, selling surfing as a religion, their development of several Mambo lives in a much related product categories bigger world. That world is has enabled them to build very active defined by their passion for “surf and successful relationships with the & art & music & love & life & skiwear, footwear, optical, sunglasses, death & football & just about the watch and surf hardware markets. whole damned thing”. By their own admission, Mambo is a ACHIEVEMENTS fiercely independent company and has never Over the past 23 years, Mambo has become one of pandered to the whims of the surf and streetwear Rockin’ Jelly Bean and Tomoo Gokita (Japan). Australia’s best known brands. In 2006, Principle market. In 1993 Mambo was invited by the Art Gallery of (an Australian research company) named Mambo Art has played a pivotal part in the company’s NSW to share wall space along side an international as ‘Australia’s sixth most authentic brand’, in a list development. Over the past 23 years Mambo has exhibition of Surrealist art. The following year they that included brands such as Bonds, Speedo, RM worked with many well-known Australian and released, ‘Art Irritates Life’, the first of three books. Williams and Billabong. overseas artists including Reg Mombassa (guitarist The release coincided with the launch of an Because Mambo evolved out of a large and and original member of Australian rock band, Mental exhibition of original Mambo artwork at the successful screenprinting business (Phantom Northern Territory Museum and Art Gallery in Textile Printers) there was no financial pressure on Darwin. The show, which included paintings, the company to conform to the usual demands of original t-shirt graphics, posters, surfboards, the surf and streetwear industry. As a result, ceramics, rugs and pinball machines, drew record Mambo could afford to ignore market convention crowds. As a result of that success the exhibition and offer a product that was in no way typical of travelled to several other state and regional that being produced at the time. This made it easier galleries. Mambo has also had exhibitions in for the consumer to decide what they liked instead London, Bologna (Italy) and in Sydney, at the of having the retail industry Museum of Contemporary Art (MCA) and Ray making that decision for them. Hughes Gallery. And that decision has often The first Mambo ‘Loud Shirt’, a not too distant been made easier by cousin of the famous ‘Hawaiian’ shirt, was released Mambo’s use of strong in 1994. ‘Blue Hawaii’ by Martin Plaza (another graphics and often self- member of Mental As Anything), became an instant deprecating humour. These two hit and led to the creation of a style that has since facets of Mambo’s become a “classic” (and also very collectible) not personality have also led only in Australia but also throughout Europe and to a change in market the UK. expectation, acting as To cope with a steadily increasing demand for 66 066-067_mambo.p65 66 10/25/2007, 7:45 PM .

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