How Deb Caldwell Built One of NZ Fashion's Most Enduring Labels
Twenty years. In the fashion industry, that’s practically a lifetime. Since launching STORM from her home in 2005, Deb Caldwell has navigated the shifting tides of New Zealand fashion with a singular ‘rock ‘n’ roll’ vision. Tim Phin sat down with the founder to find out what it takes.
Looking back to 2005, what is one moment from the last two decades that makes you most proud?
There have been lots of highlights, but the standout was our birthday celebration this year. I went through all the archives—every piece of product, every photoshoot, everything we’ve done over 20 years. It was incredible to see how we’ve evolved while seeing that so much of the product is still relevant today. We have customers sending us photos of pieces they bought in 2006 when we opened in Newmarket. Seeing that our clothes have stood the test of time is a huge moment.
The fashion landscape has changed so much since you started. What do you believe has been the ‘secret sauce’ to STORM’s longevity?
I’ve stayed true to the brand, and I’ve stayed in my lane. We aren’t a supermarket; I’m not trying to be everything to everyone. You can look left and right and think, ‘Oh, that brand is doing something cool, I should do that,’ but I don’t. I hold onto the steering wheel and drive forward without being distracted by what everyone else is doing. I want my customer to stand apart, which is about her energy and her confidence, not just standing out for the sake of it.
You have a very strong business mind as well as a creative one. How important is that balance for a label to survive?
It’s vital. At the end of the day, it is a business. I started in the industry when I was 18 and worked my way through every aspect of production, manufacturing, and retailing. You absolutely have to have commercial reality. It’s great to be fully creative, but things have to sell and people need to be able to wear them. If you don’t run it as a business, you’re just not going to survive.
For a young designer wanting to break into the industry today, what advice would you give them? Is it different from what you would’ve told yourself in 2005?
My advice is to go for it and don’t doubt yourself. The option of failure never even entered my head in 2005. But—and this is a big but—you must make sure there is a market. Do your research, understand who you are selling to, and back yourself 100%. You need a lot of resilience in this game.
If there is one must-have styling piece for the season, what is it?
For winter, it’s all about the funnel-neck bomber jacket. Whether it’s faux leather, real leather, or fur, that high-neck, slightly oversized look adds an instant cool factor. It’s a little bit tomboy, easy to layer, and makes you feel elevated immediately.
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