Five sustainable female-owned New Zealand fashion labels to have on your radar

Mass production has long been a renowned issue for clothing brands, both locally and around the world. As the industry continues to grapple with its environmental impact, Aotearoa’s rising design talents are finding innovative ways to stray away from the narrative with sustainable practices, thoughtful craftsmanship, and creativity that doesn’t come at the planet’s expense. Here are some local female-owned labels proving that slow-fashion and unique, considered garments can lead the future of fashion.

Winnie Catherine 
Blending elevated basics with refined tailoring, Winnie Catherine designs for the modern working woman. Each piece channels a quiet confidence—silhouettes that speak to courage and determination, yet remain soft and inherently feminine.

The most beloved piece belongs to the Ophelia Shirt—a classic button-up with an added touch of puff-and-pane sleeves and a modest cover placket. The collection echoes this polished air of divine femininity through tailored silhouettes that flatter—not constrict—the female form beautifully. 

Driven by a desire to honour the women who have empowered her, Winnie designs with intention, crafting garments that celebrate heritage, tradition, and personal expression. Every piece is carefully sourced and made to order, with custom sizing available from her studio in Pōneke, Wellington.

Rhoda Nunn 
Hei tiaki, hei noho, hei tuku—to keep, to stay, to pass down. Emma Muir named her brand Rhoda Nunn after the protagonist of The Odd Women by George Gissing—a character whose revolutionary feminist ideals resonate through the brand’s ethos. Rhoda Nunn romanticises self-exploration through thoughtful reference and contrast, embracing nostalgia and the beauty found in the mundane.

Grounded in the concept of time, each piece is designed to transcend seasons and trends, and is crafted with intimacy, intention, and exceptional care. Emma Muir upholds her ethics through slow fashion practices, creating garments to be cherished, lived in, and passed on.

Emma’s signature Off-Cut Tee is the ultimate top for summer. Crafted from natural, vintage, and deadstock fabrics, the Pōneke-based designer's signature off-cut tees feature a built-in bikini overlay, complete with delicate neck ties that mimic the real thing. Rhoda Nunn offers both ready-to-wear collections, stocked at Bizarre Bazaar, Crushes, and Belle Bird Boutique, and bespoke commissions available via her website.

via @laurazonnevyllephoto

via @ahuaaotearoa

Charli Nikora 
Expect the unexpected with crochet couture from Kiwi designer, Charli Nikora. A small label that incorporates culture and eccentricity in every weave—celebrating not only one’s roots but also their identity—Charli Nicholls makes clothes for mana wāhine, with each piece embodying resilience, strength, and style. Her designs recently featured in the ĀHUA Runway, earning well-deserved praise and support from the local fashion community.

She crochets her garments with love, “There’s nothing like owning a piece of clothing made with boundless aroha, passion and energy.” And she didn’t lie. You can feel it in the weight of the yarn, the rhythm of the stitch, the intention behind every thread.

Charli embraces the process of slow production, creating art with patience and an awareness of sustainability, minimising fabric waste without compromising on beauty. Her pieces carry stories, not just styles. 

Sold exclusively through @charlinikora on Instagram or by commission, her dresses, skirts, and array of knitted garments are free from the grip of mass production—one-of-a-kind creations uniquely made on their own terms, for those who dare to wear something truly personal. 

Mimamadeit
If you were wondering who’s behind the cutesy reworked bow bags you’ve seen on the shoulders of style’s most wanted, meet Mima, the garment maker behind Mimamadeit. Working slowly and thoughtfully behind the scenes, her studio lives tucked into the corner of her bedroom where her style magic happens.

Mima’s creations favour pastel tones on office-inspired silhouettes, where button-ups and long skirts often steal the spotlight. Her debut collection, Lucky, reimagined everyday objects into playful fashion: oversized men’s shirts flipped into fitted rompers, and a kids’ playmat transformed into an eccentric midi skirt. There’s no limit when Mima sits down at her sewing machine, surrounded by her growing collection of unwanted miscellanea, ready to be given a second life.

Starred pieces like the tartan midi skirt and the oversized floral print halter neck top are standout favourites—light, playful, and perfect for summer. Each piece reflects Mima’s love for nostalgic silhouettes, unexpected materials, and her commitment to slow fashion. Whether it’s a reworked fabric or an unconventional cut, her designs invite individuality and conscious dressing. All of her pieces are one-offs and are now stocked at Crushes on Karangahape Road, offering something special for those looking to add a bit of charm, story, and sustainability to their wardrobe.