"THE POWER IS WITHIN YOU"
What is Amandla?
The word AMANDLA (uh-mand-luh) means POWER in the Zulu and Xhosa language. Its term was used as a creed that embodied the morale of protesters during the apartheid revolution taken place in South Africa in 1948. The leader of a protest group would call out “Amandla!” and the crowd would respond with “Awethu” or “Ngawethu!” meaning “to us”, thus completing the rally cry “Power to the people!”
During this time, the white government in South Africa created one of the most cruelest systems of racial segregation the world had ever known. The apartheid made Africans of colour foreigners in their own land, forcing millions to leave their homes and live in impoverished townships where they would be denied of the most basic rights of African citizenship. For 40+ years, many fought back with non-violent protest and sometimes armed struggle.
What it means to us?
AMANDLA is more than a seven-letter word to us. It is a way of life. The way we think, how we live, and what we say. The Amandla Mindset exhibits confidence, self awareness, empathy and freedom of expression. We believe we have the POWER to achieve anything we set our minds to through thought and action. We are the controller of our lives.
Laying Down The Foundation
OUR MISSION is to drive out the spread of hatred, self-doubt, and negative influences by igniting positivity, instilling self-empowerment, and advocating for societal issues and social change to spread awareness.
OUR VISION is to see a world where everyone is respected, acknowledged, and happy. We want all voices to be heard with issues addressed to find the proper solution to any problem collectively.
OUR GOAL is to create a community-driven by love, positivity, and open-mindedness. We want our customers to live their best lives by believing in themselves, fulfilling their purpose, and helping those struggling to figure out why they were put on this planet. Furthermore, we would like to educate our audience members on societal issues and social change movements by highlighting the importance of it and the reasons behind it. Our foundation is built around the amazing people who shed light on others, know their worth, fight injustices and follow their passions.
The culture of our brand embodies (6) core values: Passion, Encouragement, Optimism, Persistence, Love, and Equality, creating the acronym (P.E.O.P.L.E)
Growing frustrated and tired of viewing recycled news on crime, violence, and hate through social media on a daily basis, CEO/Founder Chase D. Garrett decided it was time for a change with not only the internet, but within his own community. Garrett, along side his brother De'Nayus Johnson, grew encouraged to directly impact the lives of others leading them into creating the influential brand, Amandla Apparel.