Abuti Apparel

BRINGING QUALITY APPAREL AND CLOTHING EKASI WITH ABUTI APPAREL!

By Anelile Gibexego

Abuti Apparel is not only a clothing brand but an ode to township life and culture. Founder Mandisa Shabangu shares with us the journey of Abuti Apparel. The Mpumalanga based business offers quality, comfort and style in its family clothing brand. Although Shabangu began his journey in the agricultural space and had his qualifications there. Soon he realised that it was not his true calling. He discovered that entrepreneurship was his true passion, with the cornerstone being Abuti Apparel. Founded in 2018, Mandisa and his brother believed that they could bring stylish and trendy clothing options to South Africa.

H E R E ' S W H A T ' S U P !

1-CREWNECK SWETER

2-HOODIE 3- SWEATPANTS

4 - REGULAR SHORTS 5 - T SHIRTS

Inspirations, the look is inspired by…

“Abuti prides itself as an authentic kasi brand. Shabangu looks up to and is inspired by brands like Loxion Kulcha which opened many doors for the industry as well as a case study for local brands on mistakes and achievements. Other brands include AmaKip Kip and more recently, Bathu and Drip SA that have proved that “Lokshin brands can work” says Mandisa. Internationally, NIKE is what they aspire to, not only style but in global reach. There is a gap in the market for these types of brands. It may have a lot of international brands, but the local market is not saturated.

The research was important in the formation of this business. They did extensive research in the textile industry for four years in order to fully explore this business “Four years deep into development of a statement street brand” . Before Abuti, there were a few iterations of the brand through general printing and embroidery for people. After the failure of their initial brand “Phuma Kimi” , once the hip-hop Cassper Nyovest released his track in 2014, they had to find a new brand name. The brothers had to go back to the drawing board to find a way to establish themselves in the textile industry, in the township location as well.

Why the name Abuti?

“We wanted ourown creation. Something authentic. We wanted an attractive and clean look. The brand must have international desirability. As one day, we want it to compete internationally ” says the founder bodly, dressed in Abuti apparel himself. Abuti is a seSotho word that means, “brother” . It was relevant at the time as they started it with his brother. Secondly, he wanted a brand that will represent Africa. As in all provinces, the word Abuti, bhuti, mnaka etc. creates a family-hood amongst the African child. The brand is not for men exclusively, it is a family brand.

The clothing industry is contested locally and internationally, what sets your brand apart? -I am very passionate about fashion -We provide a high degree of quality. We offer a 6- 12 months guarantee on the colour and quality. If it fades, we are willing to refund the item. -Fixed pricing. We do not alter and change prices sporadically. Prices are changed annually. -We are quick to respond and deliver “We make it ourselves. We are involved in the production, operations, in packaging and dispatch. I personally do quality checks on the fabric and design as items are tailor-made. ” Informs Mandisa, “We want to amaze our people. A different experience than before. ” Small businesses succeed because of a personal touch. It is encouraging to know that Abuti is transparent and responsible for all items. “Abuti locally sources material that is manufactured locally and is accredited. We can account for every part of the value chain and we can fix and amend as required. We only used local products. From productions to dispatch and packaging. We do not do short cuts. ”

Building Self-Reliance

by Richard Carpenter What is the future for Abuti? The dream is to see Abuti as a household brand. We want to represent the township and be a success story and represent hope. We aim to create sustainable employment options. To fight and eradicate black poverty. We want to have shops, warehouses and large distribution networks that will employ our people. We also aim to have peoples faith restored in black business.

Challenges?

-Investment Capital: The business is self-funded and has limitations in terms of growth and expansion. Although the work ethic, resilience and faith are present. -Black Business Morale, people have little faith in black business. If people could support the local brands, we would be very far.

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