Lone surfer walking on the sand at Wainui Beach in Gisborne

Living with the Moana: Fishing, Diving and Coastal Life

For Māori communities throughout Aotearoa, the ocean has never been viewed as a place that exists separately from everyday life.

It has always been part of it.

Long before modern roads connected towns and cities, the coastline served as a network of travel, communication and sustenance. Coastal settlements developed around estuaries, harbours and sheltered bays where access to fresh water, fertile land and abundant kaimoana helped communities thrive.

The rhythms of daily life were closely tied to the tides, seasons and changing conditions of the sea.

Knowing when particular fish were plentiful.

Understanding where shellfish could be gathered responsibly.

Reading changes in weather before heading onto the water.

This knowledge was developed through generations of careful observation and shared across whānau and hapū.

Even today, experienced surfers, fishers and divers recognise that the ocean rewards those who take the time to understand it.

The more time you spend on the water, the more you realise there is always something new to learn.

Gathering Kai from the Sea

The moana has long provided an extraordinary variety of food for coastal communities.

Fish, shellfish, kina, pāua, mussels, crayfish and many other species have supported generations of Māori throughout Aotearoa.

Gathering kai has traditionally required more than technical skill.

It has demanded patience.

Knowledge.

Timing.

Respect.

Understanding tides, weather, breeding seasons and local conditions helped ensure resources remained available for future generations.

Many customary practices reflected an appreciation that the health of the environment and the wellbeing of people are closely connected.

Today, recreational fishing continues to be an important part of life for many living in Aotearoa.

For some, it's about bringing home fresh kai.

For others, it's the chance to spend time with family and friends, passing on knowledge from one generation to the next.

The ocean continues to create memories that last a lifetime.

Beneath the Surface

Diving offers another perspective on the moana.

Slip beneath the surface and the world changes completely.

Reefs become vibrant ecosystems.

Schools of fish move effortlessly through the water.

Seaweed forests sway with the swell.

Rock formations reveal landscapes hidden from those standing on the shore.

For generations, Māori have gathered kai beneath the surface, developing detailed knowledge of local reefs, tidal movement and marine habitats.

Today, freediving and scuba diving allow many New Zealanders to experience that same sense of wonder.

Time underwater often creates a deeper appreciation for how interconnected marine ecosystems really are.

Healthy reefs support abundant marine life.

Clean water supports healthy reefs.

Every part of the system matters.

 

Kaitiakitanga: Caring for the Ocean

One of the most widely recognised concepts within Te Ao Māori is kaitiakitanga.

While it is sometimes translated simply as "guardianship," the idea carries a richer meaning than that single English word can convey.

Kaitiakitanga reflects the responsibilities people have to care for the natural world and to consider the wellbeing of future generations.

It recognises that people are part of the environment rather than separate from it.

For coastal communities, this way of thinking has long influenced relationships with the sea.

Respecting customary practices.

Avoiding unnecessary waste.

Recognising seasonal changes.

Understanding that healthy ecosystems benefit everyone.

Today, kaitiakitanga continues to inform conservation projects, marine restoration, education initiatives and community-led environmental work throughout Aotearoa.

For surfers, fishers and divers alike, the idea is easy to relate to.

Everyone benefits from cleaner beaches.

Healthier oceans.

Thriving marine life.

Looking after the places we love helps ensure future generations can enjoy them too.

Did You Know?

The term kaitiaki refers to a guardian or protector, while kaitiakitanga describes the practice and responsibility of guardianship. Although often used in environmental contexts today, the concept reflects broader relationships between people, the natural world and future generations.

Surfing Finds Its Place in Aotearoa

Modern surfing arrived in New Zealand during the twentieth century, influenced by developments in Hawaiʻi, Australia and California.

As surfboard design improved and coastal communities embraced the sport, surfing steadily became part of New Zealand's outdoor culture.

Today, Aotearoa is home to internationally recognised surf breaks stretching from Northland to Southland.

From Raglan's famous left-hand point breaks to the powerful beach breaks of Tairāwhiti, surfers are drawn to the country's diverse coastline and changing conditions.

For many Māori, surfing has become another way of expressing a lifelong relationship with the moana.

Although surfing itself has its own distinct history, the values it encourages often feel familiar:

Patience.

Respect.

Observation.

Humility.

No one controls the ocean.

Every surfer quickly learns that the sea sets the rules.

Tairāwhiti: Where the Day Begins

Few places capture the spirit of New Zealand's surf culture quite like Tairāwhiti.

Known as the first region in the world to greet the sun each day, Gisborne and its surrounding coastline have earned an international reputation for consistent surf, beautiful beaches and a strong connection to the ocean.

Breaks such as Wainui Beach, Makorori and nearby reefs have become part of New Zealand surfing folklore, attracting everyone from beginners to experienced surfers chasing quality waves.

Yet what makes the region special extends beyond the surf itself.

It's the atmosphere.

The early mornings.

The local community.

The feeling that life moves to the rhythm of the tides.

For those fortunate enough to call the East Coast home, the ocean isn't simply somewhere to visit.

It's part of everyday life.

It's this environment that continues to inspire Wai-Tai Aotearoa and many of the artists whose work appears throughout our collections.

Fast Fact

Tairāwhiti (Gisborne) is internationally known as one of the first places on Earth to see the sunrise each day, making dawn surf sessions a memorable part of life on the East Coast.

The Ocean as Creative Inspiration

Artists have always drawn inspiration from the world around them.

For many contemporary Māori artists, the coastline, waves, marine life and changing moods of the ocean remain constant sources of creativity.

Patterns found in nature.

The movement of water.

The strength of marine animals.

The stories carried by the sea.

These influences appear in paintings, carving, photography, digital illustration and contemporary clothing design.

At Wai-Tai Aotearoa, that inspiration is woven into everything we create.

Founded by five close friends united by a shared love of surfing, fishing, diving and the East Coast lifestyle, our collections reflect experiences that are lived rather than imagined.

Every design begins with a connection to place.

Some are inspired by powerful ocean species.

Others reflect the energy of the coastline or the stories that continue to shape life in Aotearoa.

Whether you're wearing one of our premium T-shirts after a morning surf or pulling on a heavyweight hoodie as the sun sets over the beach, our hope is that every garment reminds you of the places that matter most.

Check out our kākahu 

Coming Up in Part 3

In the final part of this guide we'll explore:

  • Why the ocean continues to shape contemporary Māori creativity
  • Frequently asked questions about Māori culture and the moana
  • How Wai-Tai brings these influences into modern apparel
  • Further reading and trusted sources
  • A complete bibliography
  • Additional resources for learning more about Te Ao Māori and New Zealand's coastal heritage
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