We just caught up with Todd Graydon, the second guy on board 42 Below along side Geoff Ross way back in the early days. We heard about everything from getting their first sales taking around their see through suitcase, to rocking around 92 countries to build over a $100 million business from New Zealand. Here’s 42Below in 90 seconds, Todd you’re an inspiration!

While the global economy stutters, the team at Huffer are making an effort at reviving retail therapy for the jaded US shopper by shaking up the West Coast of the USA; citizens take heart - Huffer has landed!

From humble beginnings in 1997, founders Steve Dunstan and Dan Buckley have been building up a global streetwear brand that reflects their art-inspired fashion sense. “We wanted to create a culture and a business that’s fun to be in, and we have, - we got this business that is super fun to be at – we crank work hard but its just so much fun – its not much like work at all” said Buckley. They’ve succeeded in creating an inspirational environment and a gang of people around the world who believe in Huffer and love the thought of going to work every day in the Huffer world.

Stores in Japan, and Australia already feature Huffer styles, but the guys knew cranking the lucrative US market would really make them a global force. So far it’s been a two-year process, with Dunstan basing himself in the US to sell in the range. “We’ve got a good gang in the US as well,” said Buckley. “They really believe in what we’re doing and have taken ownership of the brand – it’s not just ‘work’ for them either, our mate wiLL – he’s just a good guy, hes in L.A and its just a pleasure to work on projects with him.”

Teaming up with Willard Ford and his 722 Figueroa showroom has helped Huffer understand the vast US market, and how their unique design style can make an impact. “People who like fashion, and modern stylized brand-based thinking can be opinionated – they’ll either love Huffer or love something else ,” said Buckley. “hopefully we offer up some hot idea’s, identity and fresh products.”
Expanding into the US hasn’t been an easy road. “It’s a bit like surfing,” said Buckley, “you start off, have a few wobbles, fall off the board, find your feet and get the hang of it. right now we have caught a couple of waves, wiped out once or twice (luckily we are pretty good at holding our breath) and we are hoping to get straight up barrelled sometime soon, pop out, and then just smash the lip.” It’s not something that can be done from New Zealand, hence Dunstan’s drive for sales on the ground in the US. “You’ve got to have confidence and back yourself,” he said. “You can get in the door, so once you’re in, you need to show you can do it.” Selling in a little under USD$100,000 worth of Huffer isn’t bad for the first shipment, which is hitting US stores as you read this.

Huffer are also joining the e-commerce world, with the launch of the online Huffer store on the 14th of November. “It’s just like opening a new store,” said Buckley, who is in love with the internet. It’s not the first time they’ve dabbled online, but they’ve learned valuable lessons from previous attempts. “We’re growing the business and giving customers options,” said Buckley. “We’re also conscious about working with our retail partners to get the best outcome, we are very conscious of the fact that great business is a growing business, and not a changing one. we intend to have our web presence continue to be the compliment to our wholesale business that it always has been, we are working on all of our existing business partnerships, so as they grow and prosper.”

The team are already selling in their second range to US buyers and are confident their unique Huffer style will win the hearts of discerning shoppers. “Raw sophistication is a good explanation for what we do,” said Buckley.

Just what the world needs.

The Bro’s at Huffer have given us 10 Huffer T-shirts to give away. All you have to do to be in the draw to win one of these sweet tees is to give Huffer some love on their Made From New Zealand profile Winners will be announced next week.

In 2004, artist Rona Ngahuia Osborne, designer Dan Mace, and Lindsay Mace, business manager extraordinaire, joined forces and launched Native Agent’. Since then their business has grown steadily and has something of a cult following.

Native Agent’s flagship store is situated in the creative suburb of Kingsland.
Best known for their own brand of exquisitely crafted cushions, quilts and clothing, the store also showcases some of the best design, art, fashion, music and culture New Zealand has to offer.

Central to Native Agent’s aesthetic is the creative handiwork of designer and artist Rona Ngahuia Osborne. Inspired by the meeting of Maori and Pakeha cultures in New Zealand’s colonial past, she creates woollen blankets, cushions, linen and clothing that have won a place in many hearts, and homes.

In 19th century New Zealand, Native Agents were representatives of the crown. They were fluent in the Maori language and therefore able to advocate for and assist Maori with land transactions and other matters of law. Osborne’s partner Dan is a descendant of a Native Agent, and this title seemed an appropriate name for their new venture, an agency where the best ‘native’ New Zealand design could be showcased to the world.

Osborne’s work is rich in symbolism, weaving together stories that reflect her family’s history, stories of the blending of bloodlines and the coming together of many people.

Woollen blankets were common items of trade between European settlers and Maori, so it is fitting that they form the foundation for many of Osborne’s works. She adorns them with layers of shape, colour and iconography representative of New Zealand’s cultural history and symbols of the natural world.

Many of the defining themes in the work that Osborne creates as Native Agent make historical references to land struggles that led to conflict and war, the trading of muskets and blankets for land, and the extinction of native flora and fauna. These struggles are as relevant today as they were at the signing of the Treaty of Waitangi.

The work created as Native Agent has a profound resonance that speaks of Aotearoa’s combined histories, wild places and people. These stories add to our sense of identity and capture something of the unique place we call home.