In 1954 several hundred Hai//om San were evicted from their homes in Etosha National Park in the former South West Africa. As a result they joined the legions of landless generational farm-labourers who sustained an uneconomic and heavily subsidised white-owned commercial agricultural sector. This paper explores the predicament of this community vis-à-vis land rights in post-apartheid Namibia. It draws on recent historical research to contextualise Hai//om demands for land, and discusses the emergence of history as a dominant paradigm for the articulation of contemporary Hai//om identity. Likewise it explores the Hai//om's invocation of history to justify their demands for greater parity in land access. In doing so, it queries the usefulness of invoking an indigenous rights model as a justification for Hai//om land claims.