Micato Musings


Louis Vuitton Knows Africa Is Not A Trip…It’s An Experience

“A journey is not a trip. It’s not a vacation… It’s a process of self-discovery.”

So says Louis Vuitton in the company’s compelling video about the value of journeys, which struck a particularly lovely chord for us here at Micato when combined with their Africa -inspired 2012 spring/summer collection.

A journey is a true, authentic type of travel, bringing the traveller right to the heart of a place. We couldn’t agree more, especially when it comes to travelling to our beloved Africa: a safari is not just a trip… it’s an experience.

“Every journey begins in Africa,” reads one of the Vuitton ads—an ad that supports Bono and wife Ali Hewson’s fair-trade clothing company, Edun. And strictly speaking it’s true—Africa is the cradle of mankind, the ground where human life began. This alone, Micato has always maintained, is a beguiling reason to visit the continent.

But “every journey begins in Africa” is true in another sense as well. From Kenya to Namibia, Rwanda to Botswana, this land has tempted explorers and adventurers for hundreds of years. Crusaders in the 12th century returned home with fantastic tales of beasts with impossibly long noses, larger than any creature they’d ever seen (elephants, of course.) In the 19th century, the immense unknown spaces tempted restless wanderers searching for the Last Frontier.

Dree Hemingway (Ernest Hemingway's great-granddaughter)

The true magic of Africa is in the very land’s steadfast determination to hold on to its glories. The crusaders and their way of life are long gone, but elephants still lumber across the savannah. Colonialism, thank goodness, is a thing of the past, and the infinite, virgin wilderness remains just as massive and unspoiled as ever.

The birthplace of humanity is a land of vast spaces, fierce wildlife, and wizened tribal elders with eyes that gaze into forever. It is undulating hills speckled with acacia trees, lions whose roaring shakes the windows, sunsets that turn the whole country red and gold. It is Maasai warriors dancing in flickering bonfire light, their shadows long on the ground.

Journeys have always begun in Africa, and they always will. So important is a journey of self-discovery to Louis Vuitton that the concept is one of the company’s core values. It’s safe to say that it’s one of ours, too. The mysteries of Africa run so deep that they remain largely unplumbed… and the only way to discover them is to experience this powerful continent for yourself.

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