About

I think of Button up Buttercup as an outlet in which I can express my creativity, personality, and values through clothes. A brand personified as a young and inspired adult trying to find himself, a sun chaser that loves a cold beer, good music, and a yarn. Someone who strays from the crowd a little and feels like the main character when wearing a fresh fit.

The idea came about in Tauranga at a music festival. Wilkinson was headlining! Clear pastel skies, tunes were on, drinks were flowing, and the outfit was fresh. The feeling was undefeated. The only thing that could’ve topped that night was if I were wearing my own stuff. This idea lived rent free in my head for a while but a dream without action is just a dream. Fast forward to the many lockdowns stuck in my uni apartment, my girlfriend Emily kicked me up the bum and convinced me to just start, and so I did (thanks Em).

I thought up the name Button up Buttercup and started designing. I always wanted to create my own set of button up shirts since I wore them almost everywhere but the ones I owned always had something missing. This started off as a “fuck it, ill give it a go” kinda thing, but I ended up loving the process and now I want to ride this wave as far as I can. Basically, I just want to make some cool shit that I like, and I hope you like it too.