Client: Starfish
Starfish are a Wellington based fashion label founded
and designed by Laurie Foon.
History, The Beginnings
- Founder Laurie Foon's love for fashion comes from
her mother Pam who had an insatiable passion for clothes. Laurie's earliest
memories are as a child being dragged around the fashion stores of suburban
Wellington and dreaming of one day having a fashion label of her own.
- The inspiration to realise this dream came for
Laurie while on her O.E. in the early '90's. During this time Laurie worked in
the fashion industry but became disillusioned with the elitist boutiques of
Europe, and was inspired to create a more approachable designer fashion label
with humanist values.
- Laurie returned to New Zealand in 1991 and with her
last $133 opened a store in Wellington's Wakefield market selling remodelled
vintage clothing. Within two years the Starfish store and label were born,
pioneering Wellington’s distinctive fashion style.
Philosophy,
Ethos
- Starfish have strong sustainable business
philosophies and as a brand has always been more than just making beautiful enduring
clothing. They have a history of creating socially and ethically conscious
fashion that takes a critical position on current issues within society. They
have used fashion as a vehicle for social activism. Starfish’s thought provoking
collections and campaigns have had a strong community focus, they display heartfelt
stories and values of real New Zealanders and express a uniquely Aoteroan point
of view.
1. ENDURING DESIGN
Our clothing is designed to be well-loved and
well-worn thanks to its style, quality and wearability.
2. NEW ZEALAND MADE, WELL MADE
We have strong relationships with our New Zealand
manufacturers and finishes who are skilled craftspeople committed to making
quality garments with care and attention to detail.
3. FABRIC CHOICE
Where possible, we choose New Zealand-made
fabrics and fabrics with sustainable qualities such as organic denims, cottons
and hemp. We are looking to increase our % of these in each new collection.
4. TRIMS AND FINISH CHOICE
Where we can, we use recycled buttons and buckles.
We assess our finishing processes to reduce environmental impact, and choose eco-friendly
printing processes and denim washes etc…
5. SUSTAINING OURSELVES
We work to achieve a work life balance for our
devoted team. This is a vital part of the Starfish way.
6. RESEARCH
We are constantly looking for new opportunities
to source sustainable products and services - such as textile treatments,
fabrics, printing and consumables.
7. PACKAGING AND PROMOTION
We use paper bags with a vegetable-based dye and chlorine-free
tissue, and endeavour to minimise and recycle all incoming and outgoing
packaging.
8. TRANSPORT AND ENERGY
We plan our manufacturing and dispatch cycles to
keep transportation as efficient as possible. And we work to reduce our carbon
emissions by using an energy-efficient power supplier.
9. COLLABORATION
We choose to stock labels and work with
businesses that share our philosophies on sustainability.
10. RECYCLING
We recycle all paper, card and plastic products
and ask our customers to return clothes hangers and garment bags.
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