
Image courtesy of Instagram/Owen Hammel
During the COVID-19 pandemic, the world was in lockdown and daily activities quickly became far more restricted. However, many embraced the ability to be home and have time to work on their passions. Kelly Butts-Spirito (@itslovekelly on Instagram), a Vermont Native, embraced these by doubling down on his work with videography and directing. He wasn’t deterred. In fact, it would be the start of his journey to bridging the gap between music and fashion.
His ability to form close relationships and tight bonds with local talent have given him an edge in his career, as has his successful battle with substance abuse that led him back to his home base of Vermont. He is now in the heart of New York City and quickly embracing the Big Apple’s intensity and fast-moving pace with every unique project he’s tackled.
Although his Love Kelly LLC is fairly new, Butts-Spirito has a proven resume when it comes to selling out music shows in Vermont. In a recent sold-out March clothing drop, he dropped a heavy-weight material, puff print hoodie collection with seven colorway options that generated just under $13,000 in sales.

Image courtesy of Instagram
In December, Butts-Spirito sold out a show that featured Burlington-raised rapper North Ave Jax and 99 Neighbors. That followed the release of a video he directed for North Ave Jax and his song titled “Eastside,” later remixed and featured by American rapper and singer-songwriter Lil Tjay. He’s since been asked by U2 to create a video for “If God Will Send His Angels” off their new album “Songs of Surrender.”
In light of this ever growing and increasingly impressive resume, fans are excited for what’s next. But followers of Butts-Spirito and his brand have come to understand how he levels up every time you think he’s hit his peak. He still plans on carrying out exciting projects in videography, music, and fashion.
Fashion Reverie: When did you realize that you could take this to something a lot larger in terms of scale?
Kelly Butts-Spirito: Looking back on everything I think the moment that I realized it could really turn into something incredible and scale much larger into a festival is when we sold out higher ground (the largest indoor venue in Vermont) for the first time a year ago. That was a huge turning point for us and was really the beginning of the brand.
FR: Can you tell us a little about how special it is to have your home state backing and supporting you?
Kelly Butts-Spirito: The only word to really describe my feelings for Vermont and the support that uplifted me is “grateful.”

Image courtesy of Instagram
FR: Seeing that you have done work with everyone from North Ave Jax to directing music videos for Trippie Redd and U2, can you give everyone an idea of what you’re planning for your next big project?
Kelly Butts-Spirito: Three things that I can speak of—BUTTSFEST (Vermont music festival), a summer clothing line, as well as a NYFW Show in September. Plus, two things I can’t speak on quite yet—a collaboration with the city of Burlington and a video series.
FR: One thing that separates you from other videographers is your ability to embrace connection with the artists you work with. Explain your connection to North Ave Jax, interning with Roc Nation and being exposed to notable artists.
Kelly Butts-Spirito: Jax and I have been working together since we first started so it’s been special to grow together. We elevate each other and push each other to be better. I’m very fortunate to have him in my life and to get the opportunity to work alongside an artist who is as talented and as generous as him.
FR: When you came to New York City, it almost felt as though everything in your career catapulted. Can you describe your relationship with Kevin Garrison and just how dynamic you guys are when it comes to the work you have done in years past and more recently?
Kelly Butts-Spirito: Moving to New York City helped me take that next step into the industry by being able to access the creatives who live here and just be a part of the creative culture of New York elevated my mind and taste. Working with Kevin is a blessing because he is so consistent and hard-working. We share a similar vision and that allows us to always keep the end goal in sight rather than getting sidetracked by disagreements or outside pressure. He’s an incredible businessman, collaborator, and friend.

Image courtesy of Instagram
FR: Love Kelly LLC has been able to grow tremendously from something small and you bring to the table a successful merchandise line that sold out in its first drop recently. What can people expect next in terms of merchandise/products?
Kelly Butts-Spirito: Folks can expect new clothing, a short film with the clothing, a documentary in May, lots of new music videos, a fashion show during fashion week and a festival in Vermont.
FR: What is the one thing you want people to understand when they come to discover your work, your merchandise, your festivals, and your vision?
Kelly Butts-Spirito: To believe in yourself and not accept what society has told you have to be but instead define yourself through your own passion and work. I am not a special person in any way. But I believe my brand is something special. I want people to see me as an example of an average small-town person who created something spectacular and inspired, plus impacted lots of lives by believing in the vision and leading with love.
—Ryan Salfino