Above Reign’s Miggs McTaylor and Ara A’Court.
Petone, New Zealand-based Reign celebrates its second birthday this month, after growing over 100 per cent despite the recession.
Reign’s co-founders Ara A’Court and Miggs McTaylor have focused on creating well designed garments, without being fixed to any one age group, and have kept production based in New Zealand.
While its store at 2 Scholes Lane is only open two days a week (Friday and Saturday) or by appointment, it’s still managed to get an incredibly loyal clientèle, many of whom bring in friends or family who also become Reign adherents.
Clever marketing—including showing each new collection in a private-party setting—has also seen Reign grow.
The next celebration is June 10–11, at which one of its customers will win a NZ$1,000 Reign shopping voucher and the services of a personal stylist to help spend it.
New Zealand accessories’ label Deadly Ponies has gone into e-tailing, with online shopping offered to international customers, at www.deadlyponies.com.
‘After years of shying away from direct sales to customers, over the last year we have been bombarded with on-to-it customers phoning us directly and begging us to make them a sold-out bag,’ says designer Liam Bowden in a release.
Finally, Who’s Henri? (left) has shown one of its very chic spring–summer 2011–12 items below, available from Postie stores in New Zealand. Who said fashion wasn’t affordable?
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