Wear your heart on your sleeve

Em­pow­er­ing kids through cloth­ing

Sunday World - - Life -

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.”

Pa­pama Mtwisha is mak­ing waves in kids wear.

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