“B-U-T-A-N is simply a rearrangement of letters of the word B-A-N-T-U”
The brand name pays homage to our roots and heritage while the re-arrangement of the letters signifies a changed, entirely new mind set and outlook on life in contemporary South Africa.
It is this fusion between cultural heritage and the present day experience that creates the unique look and feel of the brand.
Butan has its humble beginnings in Cape Town, in 2001 with an iron-on print on a blank t-shirt. The brand steadily grew in the underground hip hop movement of the city through association with events, artists, b-boys, graffiti artists, dj’s and even international acts.
The brand had partnered up with Kool Out (KOL) on some events that brought artists such as Blu & Exile, People Under The Stairs and John Robinson who toured South Africa. All the while anchored by stalwarts like Ben Sharpa, Driemanskap, Writersblock and Ill Skillz. Baseline Skate Shop, which was located on Long Street at the time, was the first and only store that stocked the brand.
A chance meeting and pursuits to expand led to a move to Johannesburg where the brand is currently based. Here is where the brand began to experience commercial breakthrough. Hip hop acts who had buzz nationally were soon seen in Butan gear – Skwatta Kamp, ProVerb, Kwesta, Cassper Nyovest, Reason, Gigi Lamayne e.t.c. In addition to this there were appearances in music videos, Hype magazine editorial features, dressing international hip hop legend Masta Ace ultimately leading to the brand cementing its arrival in the city and commercial scene.
The brand’s vision and mission to be Africa’s leading premium streetwear brand soon took shape. Inspired by African narratives from Marcus Garvey’s Black Star Line, South African’s day to day living experiences, the Zambian Space Program, the people of the Basotho Kingdom to traditional healer’s attire, the appearance of a distinct African design aspect became the expression.
From its Connections range tier, marked by a red Butan box logo, is where the story telling comes from. The colours are bold and expressive. The Aluta range, the brand’s second tier which is marked by a black Butan box logo takes its name from Samora Machel’s liberation mantra “Aluta Continua, Vitoria E Certa.” Translated it means “The Struggle Continues, Victory Is Certain.” The Aluta range is for the day one fan of the brand who appreciates a more toned down look with a lot of attention to detail.
Another consistent theme from the brand is the use of the Pan African colours on its garments. The Pan African colours are Red, Black and Green with each colour representative of a theme. The flag was designed by Marcus Garvey and these colours are seen on most African national flags.
RED – the colour of the blood that unites all Africans
BLACK – the colour of the noble and distinguished people of the continent
GREEN – the colour of the rich African vegetation
Be sure to follow Butan on its social media platforms
FACEBOOK – @Butan Official https://www.facebook.com/ButanOfficial
INSTAGRAM – @butan_official https://www.instagram.com/butan_official/
TWITTER – @Butan_Official https://twitter.com/Butan_Official
WHATSAPP – 066 487 7381
Butan is now available from the following Sportscene stores across South Africa – Sandton, Clearwater, V&A Waterfront, Canal Walk, Gateway, Westville Pavilion, Menlyn Park, Green Acres, Goldfields Mall & Vaal Mall
And from the Sportscene online store – https://www.sportscene.co.za/blp/butan/_/N-ex0q48
#ItsNotAgarmentItsApieceOfArt #HeedTheCall