That Nairobi has tens of thousands of moto-taxis in operation presents an obvious question: how to stand out in a crowded market? Well, for many of the so-called boda bodas, the answer, it turns out, is a serious pimp-up of your ride: anything from a complete Ghost Rider re-do to a full-on kit-out akin to something from Mad Max: Fury Road. Jan Hoek noticed the phenomenon on a recent trip to the city and decided to turn it into a photo series. But there was one thing missing, he thought: costumes.
So the Dutch artist teamed up with Ugandan-Kenyan fashion designer Bobbin Case to create matching outfits for the seven most creative bikes. “In all my work, I think it’s important that the subject is also a collaborator,” he says. The series, Boda Boda Madness, can now be seen in full on his site. The drivers still work in their costumes; trade, apparently, is brisk.