Wear your heart on your sleeve
Empowering kids through clothing
A year ago, Papama Mtwisha founded her signature T-shirt unisex collection with the slogan “Africa Your Time is Now” for both parents and their kids.
Launched on July 13, the viral campaign that reignite and celebrate African influences featured black and white portraits of Mtwisha’s famous friends such as Khuli Chana, Nhlanhla Nciza and Basetsana Kumalo in the statement piece.
“Butter Pudding is all about empowering kids because we believe in the ethos of raising strong kids versus healing broken adults,” she explains.
“We haven’t marketed it that much, it has sort of marketed itself, because it resonates with a lot of people. There has been this trend of people buying it and wearing it as they travel globally.
“It’s about wearing your heart on your sleeve. Gone are the days of wanting foreigners to validate us, we own the narrative and we are running with it.”
Even SA-born Hollywood star Charlize Theron is a fan of the Tshirt. A few weeks ago her daughter August was spotted wearing it. “We don’t go out selling to celebrities, we go out to sell beautiful garments for kids. But it's an amazing feeling to see Charlize Theron taking notice,” she says.
“The fact that our brand has such a wide reach ... is so affirming. But we don’t do it for that. We are more about Africa.”