The Butta Collection: From Africa to L.A.
As a medical doctor, Bill Releford was concerned when years ago he saw television images of starving children in Africa, but after several trips to the continent, he decided the best way to help was not to call an 800 number but to help spur the manufacturing trade there—“trade, not aid,” as he put it.
About three years ago, Releford launched a clothing company called Butta, which stands for “Bringing U the Treasures of Africa.” The line is sourced exclusively in Sub-Saharan African nations, especially those that are part of the AGOA (Africa Growth and Opportunity Act) trade agreement, which exempts importers from paying duties.
The company started as a private-label supplier. Now, it’s fully branded and ready for its next stage of growth.
Butta features men’s and women’s urbanwear such as loungewear, T-shirts, beaters, fleece and undergarments at better price points. Boxer shorts retail for about $60. Everything is made in Africa, with fabrics from various sources, including Asia, Canada and Europe. The company is using bamboo, cottons and cotton blends.
By producing in Africa for mostly African Americans in the United States, Releford thought the combination was a win-win, and so far it has been.
“African manufacturers are very reliable. The labor force is eager, the pricing competitive and the quality is on par or better with anybody,” he said.
Releford said he was somewhat surprised at the technical level of the manufacturing force.
“Everybody’s on CAD,” he said. “They can make patterns with just a tech pack.”
His education came through numerous trips to the region, at first on medical missions to treat patients that developed complications from diabetes. Releford runs a diabetes-treatment center in the United States specializing in foot ailments.
“People see these images in the media of people sitting in the mud or with flies all over them,” he said. “Africa needs trade more than aid. It creates jobs and goodwill.”
Releford said he has run into challenges on both sides of the spectrum. Banks, he said, are sometimes reluctant to do letters of credit and wire transfers with African nations. On the other side, scrutiny at the customs level has been at a high due to heightened regulations since 9/11, he added.
And at the store level, educating sales associates about the made-in- Africa story is challenging. Much of the information is carried on hangtags, but getting store support is equally important, said Releford. The company has made inroads. It got calls from Macy’s and other national chains recently. Bono, whose Edun line also promotes manufacturing in under-developed nations, has given his support to Butta.
Releford is currently working on building up a sales force on both coasts as well as other locations. He said he trusts that the line will continue to prosper.
“Once they see the quality of it, they’re usually sold,” he said.
For more information, call (310) 300-4088 or visit www.madeinafrica.us. —Robert McAllister
