THE CULTURAL THREADS OF STYLE: PALMER AND THE RISE OF BUTTON BROTHERS IN AFRICAN FASHION 

African fashion has long been a vibrant tapestry of history, identity, and artistry. Most fashion designers use fashion to express themselves and/or give people the space to express themselves. One name making waves in this industry, using fashion as a form of self-expression is visionary co-founder of Button Brothers, Palmer Mutandwa. His love and passion for the fashion industry was not only born from his love for looking good, but it was also born from his love and admiration of his grandfather’s style. His brand, Button Brothers stands out for its unique blend of contemporary fashion with African history, weaving cultural heritage into modern designs that appeal to a global audience. Palmer’s journey is a testament to the power of staying true to one’s roots while embracing innovation. 

A Passion Born From Heritage: Inspired by Grandfather’s Style 

Palmer’s passion for fashion can be traced back to his childhood, where his first inspiration was none other than his grandfather. The fashion designer describes his grandfather’s wardrobe as ‘cool’. “Looking good was a form of expression for me, I struggled speaking as a young man, so I dressed a particular way to get attention from girls, and that’s what sort of drove it from the beginning, but I later realised I was quite different, because I used to dress in my grandfather’s clothes. He had quite a cool sartorial wardrobe, he used to wear a lot of suits and hats”, says Palmer. When his grandfather was not dressed in his smart suits and hats, he was rocking overalls (as he was a builder). His grandfather’s inspiration can be seen in the clothes that his (Palmer) brand, Button Brothers designs – featuring a wide range of suits capturing the essence of both African and international inspirations. To further amplify his interest in fashion, Palmer would re-tailor his grandfather’s clothes for a more fitted look. 

This early exposure to the transformative power of clothing sparked Palmer’s curiosity and planted the seed for his future career. These moments gave him a deep appreciation for the cultural narratives embedded in fashion, which is why African history also played an important role in inspiring various parts of his fashion designing journey. 

Fashion & African History

“I fell in love with the whole story around why the forefront leaders like Mugabe dressed the way they dressed, they stopped wearing ties and western suits as a form of defiance. So, they turned to the east, and that’s why you find the safari suit really stems from the mao suit”, Palmer says. The fashion designer further expresses how the safari suit has become a building block or rather a pillar for the Button Brothers’ brand – being done through seasons, both summer and winter. The safari suit is not only something that Button Brothers’ clients have come to love, but it’s also a storytelling moment for the brand. To reiterate why the piece is close to his heart, Palmer said “that piece to me is connected to African heritage on the context of liberation and why it was worn.”  

When taking a first glance at the brand’s designs, you wouldn’t guess that they are African-inspired designs, but it’s the approach and the stories behind every design that set a different tone. In Palmer’s words, the brand takes a rather “muted approach”. The fibers, colours and styles of the designs are what also set the tone for blending African history and modern tastes. Palmer/Button Brothers also redefines what African clothing should look like. Another example of redefining fashion associated with Africans is the “Madiba Shirts” that used to be worn by late anti-apartheid activist and South Africa’s first black president, Nelson Mandela. The famous shirts he used to wear in the 1990s are still greatly associated with him as they are even named “Madiba Shirts”. People have come to appreciate these shirts so much so because of the person who used to wear them – Nelson Mandela. 

Blending Heritage & Modernity

At the heart of Palmer’s designs is his ability to balance tradition and modernity. The Button Brothers brand takes a unique approach in honouring Africa – through various parts of their designing-making process, from the fibers used, job creation to producing about 70% of their clothing within the continent. The way Palmer chooses to honour where he comes from truly shows that African fashion is not static – it evolves and grows. It’s about taking something old and making it new again. He understands that fashion is a universal language, and he uses Button Brothers to bridge cultures. This fusion of local and global sensibilities is why the brand has become a favourite within the global and local market – resonating with both Africans and the global audience. 

When asked about his design process, this is what he said: “I get inspiration from places, spaces, as well as people. After getting inspiration, I then start to ideate pieces which may be the person who inspires me wearing something that I love, then I take that and start to rework it, or it might be something I envision this particular person wearing. As an example, there’s this beautiful shirt we just created called the ‘Fela Shirt’, Fela Kuti never really wore a shirt like that, but when I designed it, I had him in mind. It’s eccentric, a bit out there, and I can imagine and envision him wearing it.” Post inspiration and into the ideation phase, Palmer and his team start with the design process, rework the particular garment they working on, then start to match fabrics to the designs, and also seeing what silhouette fits for each design. The end of the ideation process then leads to sampling and finally producing their garments. 

Final Thoughts

Palmer’s Button Brothers is more than a fashion brand—it is a cultural movement. By infusing his designs with the essence of African heritage, he has created a unique narrative that resonates globally. His work proves that fashion can honour tradition while embracing innovation, connecting people across continents through shared stories and values. 

As Palmer continues to push boundaries, Button Brothers stands as a shining example of what happens when talent, culture, and purpose converge. It is not just about the clothes—it’s about the meaning stitched into every seam. Through Button Brothers, Palmer reminds us that our roots are not limitations; they are the foundation from which we grow.