THE MARKET acting as a catalyst to expand the parameters of of Australian rock band, Mental As Anything), Mambo was launched in 1984 into an industry that what was once a very one dimensional industry. Richard Allan, Robert Moore, Josh Petherick, was entirely focused the production of a surf- Paul McNeil, Ben Frost, Beci Orpin, Maria specifi c product. It was an industry that had grown HISTORY Kozic and David McKay. The list includes Mark rich selling a ‘dream’ and as a result had become very Mambo was launched by Dare Jennings in 1984, Falls and Robert Williams (US), Trevor Jackson exclusive. It was also an industry that in Mambo’s ‘in a nice pair of and a fashionably (UK) and Rockin’ Jelly Bean and Tomoo Gokita opinion ‘took itself far too seriously’. Mambo oversized t-’. Their classic ‘Farting Dog’ (Japan). decided that in addition to producing they t-shirt was released in 1987 and is one of the would share with the market most recognisable t-shirt their passion for art, humour, graphics on the planet. music and politics. In so While Mambo doing, they became one of produces a wide range the fi rst to move out of surf and street related of the surf-specifi c market products they remain fi rst and into the more eclectic, and foremost, a surfwear surf and streetwear market label. But Mambo is not where they continue to like other surf labels. operate today. Their passion for surfi ng While Mambo is situated represents just one mainly in the youth clothing aspect of a much richer and textile area, development life. Unlike the major of several related product brands, selling surfi ng as categories has enabled them a religion, Mambo lives to build very active and in a much bigger world. successful relationships with That world is defi ned by skiwear, footwear, optical, their passion for ‘surf & sunglasses, watch and surf art & music & love & life hardware markets. & death & football & just about the whole damned thing’. By their own ACHIEVEMENTS admission, Mambo is a fi ercely independent Over the past 23 years, Mambo has become company and has never pandered to the whims one of best known brands in and New of the market. Zeland. In 2006, Principle (an Australian research Art has played a pivotal part in the company’s In 1993 Mambo was invited by the Art company) named Mambo as ‘Australia’s sixth development. Over the past 23 years Mambo has Gallery of NSW to share wall space along side most authentic ’, in a list that included worked with many well-known artists including an international exhibition of Surrealist art. The brands such as Bonds, , RM Williams and Reg Mombassa (guitarist and original member following year they released, ‘Art Irritates Life’, . the fi rst of three books. The release coincided Because Mambo evolved out of a large and with the launch of an exhibition of original successful screenprinting business (Phantom Mambo artwork at the Northern Territory Textile Printers) there was no fi nancial pressure Museum and Art Gallery in Darwin. The show, on the company to conform to the usual demands which included paintings, original t-shirt of the surf and streetwear industry. As a result, graphics, posters, surfboards, ceramics, rugs Mambo could afford to offer a product that was and pinball machines, drew record crowds. As in no way typical of that being produced at the a result of that success the exhibition travelled time. This made it easier for to several other state and regional galleries. consumers to decide what they Mambo has also had exhibitions in London, liked instead of having the Bologna (Italy) and in Sydney at the Museum retail industry making that of Contemporary Art (MCA) and Ray Hughes decision, this has often been Gallery. made easier by Mambo’s use The fi rst Mambo ‘Loud Shirt’, a not too of strong graphics and self- distant cousin of the famous Hawaiian ‘Aloha’ deprecating humour. These shirt, was released in 1994. ‘Blue Hawaii’ by two facets of Mambo’s Martin Plaza, became an instant hit and led to personality have also the creation of a style that has since become a led to a change in ‘classic’ (and also very collectible) throughout market expectation, Europe and the UK. 44

SSuperbrandsuperbrands Book.indbBook.indb 4444 119/12/079/12/07 5:15:495:15:49 PMPM To cope with a steadily increasing demand for Australia where brands have traditionally events have also become a preferred method of product, Mambo opened its fi rst store in 1995. battled for space in independent retail stores. boosting brand profi le. This includes ‘special’ Located in the Sydney suburb of Paddington, the In addition to increased sales, the move to DJs projects such as Mambo’s 2000 collaboration ‘Mambo Friendship Store’ became a showcase has provided Mambo with an opportunity to with Holden to reprise and re-style Holden’s for the label’s unique personality. Its windows promote itself in a typically unique fashion iconic Sandman panel van for the Sydney and in particular became well known for humorous via ‘mini gallery’ concept areas in several of Detroit motor shows. and often provocative themes. The success David Jones premium stores. of the Paddington shop quickly led to stores While Mambo continues to work with many of BRAND VALUES being opened in other Australian cities and then its original artists, including Reg Mombassa, ‘Surf, art and humour’ are the principal eventually in the UK, Europe, Asia and New Robert Moore and David McKay, the company cornerstones on which Mambo is built, with Zealand. is continually expanding its creative base ‘music, love, life, death and football’ propping In 2000 Mambo received an invitation to include new generations of artists such up the other end of the studio. from the Australian Wool Board to design the as recent signings, Campbell Milligan and While styles and aesthetics have inevitably Australian athletes’ uniforms for the opening Melbourne based painter, Josh Petherick. changed, the Mambo culture has not. Mambo ceremony of the Sydney Olympic Games. The remains passionate, irreverent, extrovert and uniforms proved hugely popular with both the PROMOTION ironic in a market that does not usually think in athletes and the public. Like everything else that Mambo does, they those terms. Nor is Mambo shy when it comes refuse to follow conventional wisdom when it to voicing an opinion about matters outside THE PRODUCT comes to advertising. Mambo only occasionally their fashion charter. Most importantly, Mambo As Mambo grew so too did the demand for uses images of surfers preferring instead to use continue to provide the market with a truly more products. In 1986 Mambo added to its unique and individual product, which is why three main clothing ranges a small collection the brand was created in the fi rst place. of accessories: three backpacks, six wallets

THINGS YOU DIDNʼT KNOW ABOUT MAMBO m The name Mambo is an abbreviation of a Latin phrase that appeared on the back of a medal that was presented to Elvis Presley by former US President Richard Nixon. m Mambo’s fi rst t-shirt print, ‘Invasion of The Chain Store Surfers’, was adapted from a crudely printed t-shirt found stretched over the passenger seat of an abandoned panel van in the Sydney suburb of Redfern. m An early Mambo poster, ‘Live Fast, Die Young In A Nice Pair Of ’, featured a teenager, wearing ‘a nice pair of Mambo shorts’, lying splattered in front of a truck after having been knocked off his bike. At the same time as this poster was being graphics and story-based text. Nor do they condemned by the Californian Traffi c advertise on television as this would require Authority, it was also being used by the handing over a part of the creative process Victorian Department of Main Roads to and eight style caps. Over the next to people not directly involved with the encourage kids to wear bicycle helmets. four years that collection grew from a small company and not familiar with their unique m Paul Keating chose the Mambo studio to but fl amboyant range of accessories into a and contrary, sense of humour. When Mambo release Labor’s Youth Policy during the huge catalogue of products that included does advertise it is always on their own terms. 1996 Federal election campaign. sunglasses, optics, watches, caps, luggage, An early magazine ad (and subsequent poster) m The 1988 Mambo/Hardcore Easter backpacks, wallets, footwear, contained a by-line that Skateboard Festival poster, featuring an posters, postcards, ceramics, typically poked fun at illustration of a skater nailed Christ-like to books and CDs… “all available the very idea of their a cross, generated over 1,000 phone calls in the usual sizes and fashionable core business: “More and letters of complaint. This remains a colours”. a pair of shorts than a record for any Australian poster. Mambo also produces a range way of life”. of snowboarding and skiwear Mambo prefers to m In 1998 Mambo donated $100,000 to and have recently entered into a let their retail stores, the National Aboriginal Islander Skills joint venture to produce a range clothing and even Development Association (NAISDA). of footwear. their swingtags tell the The money came from profi ts made from story. One particularly the sale of Mambo’s infamous PAULINE RECENT DEVELOPMENTS controversial swingtag HANSON/REDNECKS t-shirt. 2006 saw Mambo joining encouraged absentee m Total profi ts from the sale of Mambo’s with David Jones to parents to ‘buy your iconic ‘Farting Dog’ t-shirt in (2005 market the brand. Such children’s love with a and 2006), eclipsed the gross domestic a relationship, while gift from Mambo’. product (GDP) of former Russian state common throughout the Art exhibitions and Azerbaijan. USA and Europe, is unique in music, surf and political

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