Even in the Dark

www.eveninthedark.com
facebook.com/eveninthedarkstudio
twitter.com/eveninthedark
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Physical Address:  We're based in Ponsonby, Auckland.  We moved back to New Zealand from London almost a year ago and we love being home.
Operating since:  We launched our brand and online store in October 2012.  We are brand new.

Cara Hutchinson

What are you all about?
What kind of clothes do you make?
We design beautiful, uncommon clothes for women. Even in the Dark is a new label, and we're building it piece by piece, with new products dropping into store all the time.  Expect limited edition dresses, graphic t-shirts, sweatshirts and beautifully cut jackets.
We believe that quality and design integrity are fundamental to our customers' happiness and satisfaction - so we source the very best materials that we can and manage all of our design and production in-house.

We also want to do some good for others, so a portion of all our sales will always be donated to a charitable cause.  Right now we're supporting Room to Read, a charity that assists children in Africa and Asia to learn to read and to receive an education.  We are particularly excited about the Girls Education Programmes that Room to Read supports - through these programmes 13,000 girls this year will receive assistance to attend schools in locations where poverty, family situations and cultural traditions mean that these girls might not otherwise be in education.  We think this is such a fantastic cause.

Who makes your clothes?
All of our garments are made in-house - we design, cut, sew, press and finish all our garments in our studio in Auckland.  It's incredibly important to us to have a really high quality product and to ensure that we are producing our clothes in an ethical and environmentally conscious way. Producing our garments in our own studio helps us to achieve this.

Who sells your clothes?  Can we buy them online?
Even in the Dark is available exclusively through our online store.  We're really excited about all the endless possibilities of building a brand and our store online.  It gives us an amazing platform to attract new customers from New Zealand and around the world - so far we've sent our dresses as far afield as London and Norway (and as locally as a couple of doors down the road).  We're really enjoying getting into the social media sphere too and we're excited by the fashion tech start ups that are popping up everywhere.  It's such an interesting time to start a company.

What price range are your clothes in?
Our items will be priced between $50 - $400.  The upper end of the price range includes items like our limited edition, menswear inspired Shirt Dresses in silks and amazing cottons in our store now for $350.  The lower end of our price range will include garments like our graphic t-shirts, which are coming soon to our online shop.

Why do you think NZ clothing labels outsource their manufacturing overseas?
We imagine NZ clothing labels take their production offshore primarily for economic reasons and possibly because it can be difficult to find bulk production facilities here.  We're really happy that we are able to offer NZ-made products.  If in the future our production needs outgrow our studio capability, we hope to be able to use NZ-based outworkers and CMTs for our production.

Anything to add?
Thanks for featuring Even in the Dark.  This blog is such a great resource for discovering New Zealand design.  We're excited by all the great labels we've read about in the Home Made/Keeping it in NZ archives.