BooYaa puts product discipline at the centre of global growth

Edwin Moses, Procurement Manager at BooYaa.

As BooYaa grows from a South African golf apparel business into a global premium brand, the pressure on its product is increasing. A bold identity may attract attention, but repeat purchases depend on how a garment fits, feels, performs and holds up over time.

That has placed procurement and quality control closer to the centre of the company’s growth strategy.

For Edwin Moses, Procurement Manager at BooYaa, quality begins well before a finished garment reaches a warehouse or retail floor. It starts with supplier selection, clear specifications and decisions made before production begins.

“The product has to earn the brand,” says Moses. “BooYaa is known for bold design and strong energy but the garment has to support that identity every time someone wears it. From a procurement perspective, that means working with suppliers because they have the right capability and can deliver consistently, rather than choosing them on price alone.”

Before a supplier begins cutting fabric, BooYaa defines the composition, weight, performance requirements, construction and trims for each garment. Pre-production samples are then assessed against the approved design and technical specifications.

Fit and fabric feel form part of that process, alongside colour accuracy, print quality and the way the garment is constructed. Once production begins, the team checks whether sizing, stitching, labels and finishing remain consistent across the order.

The aim is to identify problems while they can still be corrected, rather than relying on a final inspection to catch everything.

“Quality cannot be added at the end. If the fabric is wrong, the stitching is inconsistent, or the fit moves away from the approved sample, the problem has already entered the product. We are also realistic that garments are made and checked by people, so no process can remove every possible defect. Our responsibility is to set clear standards, check against them throughout production and respond quickly when something does slip through,” says Moses.

This discipline becomes increasingly important as BooYaa enters new markets and expands its range beyond golf. Larger volumes and more suppliers can increase complexity, while customers still expect the same experience from one garment to the next.

For Moses, that consistency is what allows a brand to grow without weakening the product that built its reputation.

Customers may never see the specifications, samples, or production checks behind a shirt. They experience those decisions through the fabric against their skin, the way the garment moves and whether its colour and shape remain consistent after regular use.

Small details carry a disproportionate amount of weight. Clean stitching and secure trims influence how well a garment wears, while BooYaa’s silicone detailing contributes to the tactile identity that makes its products recognisable.

“Premium quality often comes through in details the customer may not consciously study,” says Moses. “They may not inspect every seam or think about why a trim feels right but they notice when the finished garment feels considered. They also notice quickly when something does not live up to the design.”

Colour performance is another important part of the process. BooYaa’s identity relies heavily on bold prints and confident colour, which means the finished garment needs to retain that character through normal wear and care.

The company is also placing more attention on the guidance customers receive once the product leaves BooYaa’s control. New care information is being incorporated into garments in a more visible and lasting way, helping customers understand how to wash and care for the apparel correctly.

“The way a garment is cared for has a direct effect on how long it performs and how well it keeps its appearance. Care information is easy to overlook, so we want to make it easier for customers to find and follow. A product that continues to look and feel good strengthens trust in the brand,” says Moses.

As BooYaa develops into a broader global apparel business, procurement will remain closely tied to the customer experience. The work may happen behind the scenes, but its value is visible in the consistency of the finished product and in how BooYaa responds when something does not meet the expected standard.