George Keats
(she/they)
Butch is a queer Naarm based brand that makes upcycled and original pieces. 10% of each sale goes to First Nations organisations every month.
Hi George! Tell me a bit about yourself.
Hey! My name is George. I grew up in Castlemaine surrounded by creatives and moved to Naarm around 10 years ago. I love to play guitar, hang out with my girlfriend and create! My practice was primarily painting and mixed media collage before I turned to illustration for Butch last year.
Model: @bigfriendlyrat
Model: @_leili____
Photographer: @tillyparsons_
What inspired Butch? Love the name hehe - please explain.
Butch is a love letter to queer masculinity. Growing up I felt isolated and embarrassed to be butch within the queer community. Often masc queers are portrayed as unfashionable, toxic, dapper or athletic. None of which I identify with haha. Across the years, I have researched butch culture and history which inspired me to redefine my own idea of butch aesthetic. We are strong, soft, angry, proud and beautiful.
Model: @madisonrgriffiths
Photographer: @tillyparsons_ x @jacklyphoto
How would you describe your own personal style?I am very laid back, almost always underdressed haha. Always wearing boring pants with docs - crucial butch uniform. You will usually see me wear graphic tees, like band tees or campy activist messages. In my closet I have a good selection of thrifted bowling shirts that are a bit Guy Fieri in nature and a dorky collection of caps. Usually I top the absolute mess off with a chunky dyke chain necklace.
I'm obsessed with your t-shirt designs - they're so simple but cute. Do you do all of them yourself, or outsource designing?Thank you! I design everything myself. I have never considered myself much of an illustrator so it’s been fun challenging myself in this way. I aim to warp “masc” and “femme” imagery to de-gender clothing and so that everyone feels comfortable wearing my pieces, so I am glad it is translating!
As a young designer, what's your desired sustainability plan, and what have you found that's worked for you?When I first started Butch, I was sourcing garments from certain suppliers based on their ethical standards. As time went on I decided to limit ordering bulk new products, as I don’t want to contribute to fast fashion where I can because of its impact on our environment.
This year, I asked followers to donate their old clothes and I started sourcing thrifted garments to begin upcycling. It made sense with my business practice and also demanded more of my attention creatively! It has really shifted the Butch style and forced me to upskill to ensure quality and unique one off pieces for my buyers. It takes me a long time to create garments for each drop, but I am really enjoying the slow practice.
Another system I have found that works is trading! I have traded pieces for a tattoo, ceramics and other apparel designers. It is a beautiful way to get to know the community and share what our amazing local creators are making.
Best advice you've been given as a young designer?
Don’t compare your business to other businesses. Lift the creative community around you. Trust yourself and your originality.
Model: @madisonrgriffiths
Photographer: @tillyparsons_ x @jacklyphoto