The founders of this company are a couple – Ben and Axa.
Ben is white British and Axa is mixed heritage Irish / Jamaican. We believe our business should be actively anti-racist. We also believe we should invest in our local community and the cultures our brand is rooted in and inspired by. Equality, diversity and inclusion is a priority for us.
- As founders we commit to regular training and meaningful self reflection about ourselves, our privileges and our business structure. We also commit to ongoing reflection about our branding, marketing and business strategy. We will encourage feedback and criticism and will be actively searching for ways we can do things better.
- The idea for FIYAH WATA was born in Jamaica, and took shape at notting hill carnival, UK festivals and raves. Our branding and messaging relates to black culture directly. Specifically Caribbean language (our name is inspired by Jamaican spelling and pronunciation) and our ‘brand identity’ is heavily related to UK sound system culture. As a result we think its important that as we grow we nurture the cultures and communities that inspire and inform our brand. We will provide paid opportunities of work for black artists and professionals.
- We will be careful and respectful with any images or videos we use and will not use culturally reductive and/or over sexualised imagery.
- We will pay interns and anyone who works for us fairly. We will be especially sensitive in regards to pay if someones work relates to their identity (eg. consulting or contributing ideas which add ‘authenticity’ to any of our projects or collaborations)
- In any brand partnerships or collaborations we engage in, we will be critical about the make up of the teams and will not work with white-only teams.
- In any brand partnerships or collaborations we engage we will be actively anti-racist and proactively enquire about the different team members roles, responsibilities and renumeration. If anything unfair happens, we will take seriously any complaints, speak up and advocate on behalf of those being mistreated.
- As we grow we will be transparent about who works for us and open about their role, position and permanency.
- We will maintain a diverse and representative team. Not just in public facing roles, but behind the scenes and in decision making positions.
- We won’t accept any funding or investment that undermines or threatens our ability to stick to the above.