Style Star – Papama Mtwisha
Designer Papama Mtwisha fills us in on how she plans to take her popular T-shirt line to greater heights
The "Africa Your Time Is Now" tee has really taken on a life of its own. How does that make you feel?
It's the most humbling and rewarding feeling. There's just no getting used to it.
What were your original intentions when designing this range?
It was for every person who is African — whether by birth or state of mind — to be exposed to this powerful truth. To draw the continent's, and ultimately, the world's attention to Africa's immense potential. The campaign is a reawakening and recalibration of the spirit of African influence. It's about how all of us have the power, and it all begins with me and you. The slogan is a reminder that we don't need external validation from others for us to believe in ourselves. The tees are intentionally simple so that the message is bold and clear.
How has the T-shirt been received abroad?
Phenomenally well. We're currently distributed in four continents, including Europe and Australia. I think it's because the "Africa Your Time Is Now" statement is a powerful truth and it resonates with many people. We have also just signed with one of the biggest department stores in the US, as well as Alara in Lagos, which happens to be the best concept store in Africa. These are, indeed, exciting times for the continent!
Which cities currently stock and sell the tee?
Cape Town and Joburg Nairobi, Kenya Paris, France
New York City, US Melbourne, Australia
Talk us through your kids' clothing venture, Butter Pudding?
Butter Pudding is a brand that celebrates children's unique sense of expression and identity. It's a label that tries to ensure that African children are proud of their heritage from a young age. Kids are the future, and the only way to secure it is if we all take care of the NOW.
Will you be adding more merchandise to this line of T-shirts and sweaters?
There's still so much to be done, beyond just the slogan tee. Just watch this space!
What drew you to fashion?
I believe it's my calling. From a young age, I've always been fascinated with creating things from scratch.
What is your design ethos?
Simplicity and versatility all the way. Simple items and objects are so attractive. A versatile object or fashion item offers added value to the consumer.
How did you transition from a magazine fashion director to a fashion entrepreneur?
I've always been an entrepreneur at heart. I got to a point where I wanted to make a difference in our society. Using my talents and skills to create jobs made the most sense to me.
What's your favourite "Africa Your Time Is Now" moment to date?
There are way too many to pick from. It would have to be the overwhelming feedback we get from our customers on how powerful they feel when they wear the message proudly on their chests.