Forums Dancehall Reggae Standard Issue is the family-owned New Zealand label making knitwear to last a lifetime

Posted September 25, 2022 07:34 AM

Standard Issue is the family-owned New Zealand label making knitwear to last a lifetime

“Slow-crafted with care for land, makers and community.”

As we move towards a sustainability-focused design future, it’s important to remember those who carved the way for slow fashion. One of those people was Nigel Richards, the founder of thoughtful Auckland-based fashion brand, Standard Issue. Launching the brand in the early ’80s, he had a “desire to create pieces to be treasured for a lifetime” – a sentiment that remains at the core of the Standard Issue DNA.

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Today, the family-run label is known for its high-quality merino knitwear, created consciously with respect for the land and its precious resources. Over 40 years in the industry have solidified Standard Issue’s status as a sustainable, quality-first fashion pioneer. Below, the brand’s CEO Emma Ensor speaks on local production, zero-waste fashion and the Standard Issue dedication to knitwear made to last.

Tell us about you. What’s your fashion background?

Hey, I’m Emma, the CEO of Standard Issue. My background isn’t actually in fashion! Standard Issue is a label that sits within our family-owned knitwear company. We’re proud to manufacture our brands in-house at our Tāmaki Makaurau (Auckland) workroom, using only natural fibres and a zero-waste output.
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Our family also own a farm located at the top of the South Island where we run our own merino sheep. A lot of our brand ethos comes from growing up on the land. [This is also] why protecting and nurturing the land for future generations is integral to our cradle-to-cradle approach.

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