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Physical Address: 163 Vivian Street, New Plymouth 4310
Operating Since: The first highnoontea collection was produced in June 2011.
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| Sheryl White (Jenn Hadley Photography) |
What kind of clothes do you make?
highnoontea is about quality New Zealand made clothing. We run a sustainable business model, dealing with local NZ SMEs like ourselves. We can follow each process for our garments from its design to landing on the rack; knowing that each person who has a hand in along the line is in NZ and we have spoken to them personally. We want our customers to know that they are paying for quality and for small runs that are thoughtful and intelligent designs.
Our underlying ideology is to make womenswear to make the wearer feel good. These are classic pieces that will last in your wardrobe and compliment other pieces so that you don't have to buy cheap new items from chain and fast fashion stores. We don't follow trends - we have artistic integrity; we like to design with a conscience for women who want to be noticed, women who know themselves, are confident within themselves, aren't afraid to wear a pop of colour or something slightly standout, slight risqué. Our influences are of different eras, showcasing strong independent women. Influences include Jane Birkin and Patti Smith.
Who makes your clothes?
Pattern making and sample production is produced in-house, while range production is made by small owner operator machinists and factories in Wellington, New Plymouth and Auckland. We use small factories because we really want to be able to talk with the person who is actually constructing the garment. Quality is paramount - we use good machinists who we know are going to produce the best quality product. We are extremely dedicated to NZ-owned and operated companies from every aspect through to buttons, zips, retailers and fabric wholesalers.
Who sells your clothes? Can we buy them online?
You can buy online though our website; in-store at Madame Fancy Pants (217 Cuba St, Wellington) and on their website, or in-store at Salisbury Boutique (104 Bond St, Dunedin) and on their website.
What price range are your clothes in?
Items range from $105 to around $400.
Why do you think NZ clothing labels outsource their manufacturing overseas?
It is simple - Cost. The NZ public thinks they are getting a real bargain when they buy something that is cheap but they don't think about the business practice that went into producing that garment. The challenge for NZ designers is to stay true to what we believe in: to keeping it local & designing and making quality garments that people are prepared to pay a reasonable price for, knowing that there has been a fair (and local) process from inception to production.
What could the Government do to help clothing labels keep it in NZ?
This is a big question and I feel that a lot of mistakes were made in the 1980s with tariffs and free trade. Investment hasn't been made into the clothing manufacturing sector, forcing the closure of many factories as they can't compete in terms of technology, production runs and cost. I think the Government could support SMEs better with more funding put into things like New Zealand Trade and Enterprise.
Anything to add?
We believe that, if you are going to make more things to go into this already full planet, they must be quality pieces which make the wearer feel amazing and will last for many years. We are building a brand that aims to enrich, fulfill and inspire.
