As proud native and indigenous Māori of Aotearoa, we are a circular fashion label that is staunchly aligned with tikanga Māori. Our responsibility is to Papatūānuku as kaitiaki (guardians) in advocating for regulated practices in the fashion industry that allow her to rest, regenerate and breathe. A resistance against mainstream systems that thrive on the colonisation and exploitation of poorer nations and the over-extraction of natural resources.

Circular design consists of reusing pre-existing materials such as donated and discarded clothing to create new garments. This diverts unnecessary waste from landfill, increases the life-cycle of materials and offers a sustainable option for conscious consumers.

Our platform also serves to amplify the voices of BIPOC communities by collaborating with artists in creating custom clothing that reflects their ideas of resilience, unity and empowerment.

(The Ihumātao Occupation, Black Lives Matter Movement & Rana Plaza Collapse, are all kaupapa that influenced the naming of this label)