New Zealand is home to many game changing, sustainable fashion designers and boutiques that showcase their offerings, but there are few stores that focus their offering entirely on sustainability (without compromising on style)
It’s where founders Madi Rouse and Ellie Richards discovered a gap in the market, after trying to curate their own wardrobes with sustainable clothing that still spoke to their personalities. When they couldn’t find a one-stop-shop that ticked all their boxes, they decided to create one themselves.
Earlier this year, By Maverix was born; an online store offering a curated selection of some of the most adored sustainable designers around the world, from the founders homes here in Auckland. Since launching, the founders have remained steadfast in their vision of making a change in the fashion industry — where consciousness is ingrained in the clothing they offer.
“It’s very easy to turn a blind eye to what’s really going on behind the fashion industry scenes,” shares Madi. “We felt, as a business, we had a moral obligation to do whatever we could to educate people on how their choices matter and to provide sustainable options that were more accessible. We have to lead change for our future.”
Offering international names such as The Line By K, Paloma Wool and I’d Knit That, alongside locally-grown labels like Molly Perkinsons, the store curates beautifully, ethically made clothes that speak to the founders’ unique design eye. With both Ellie and Madi only in their late-twenties, By Maverix has committed itself to offering something not seen in New Zealand before — a space where shoppers can purchase by their values. It’s testament to their vision that in six short months they have developed a cult-following and are marking the start of a real shift in the industry.
“It’s not about joining the masses,” Ellie says. “We’re using our unique experiences and backgrounds to shape the fashion industry from a different lens.”
Alongside their curation of international designers, Madi and Ellie have also released their own line, Made by Maverix. The considered range consists of five pieces, all handmade here in New Zealand, with a focus on the sustainable practices, beautiful fabrics, and timeless styles that you’ll want to wear time and time again.
Now, for the first time, Aucklanders will get the opportunity to shop the storefront in person, with the Maverix pop-up coming to Newmarket this July. The 240 Broadway location, their first brick and mortar store so to speak, will play host to revolutionary designers, as well as Maverix’s own line of elevated basics from July 2 — July 13.
It’s here that the duo hope to inspire the conversation of a more sustainable voice in fashion, and make it the norm — not just an afterthought.
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