MASA MARA captures the harmony that can exist between the past and the present; the traditional and the modern. Designs honors the cultural wear of various tribes while blending these elements with urban active wear, with the aim of introducing traditional values to today’s generation, while celebrating their innovation. Eli Gold the founder states that, "Fashion is emotion and passion, and with every garment I design, I remember my story. I become that hopeful little boy all over again. I remember that strength comes from pain, that joy comes from sorrow, and that rivers flow through the highest mountains. My spirit recalls the exquisite African sunset, the irresistible desert flowers, the wild animals, the hills of Rwanda, the fathers, mothers, sons of Africa".