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Ready to swap fast-fashion regret for clothes you can feel proud of? This guide introduces 20 ethical fashion labels—rooted in Aotearoa or stocked here—that prioritise people, planet and impeccable craft.
Ethical fashion, Kiwi style, means Living Wage sewing rooms, traceable supply chains, fibres that grow back or have already served a purpose—think GOTS cotton, ZQ merino, recycled bottles—and dyes gentle enough to keep waterways swimmable. It also embraces kaitiakitanga: respect for land and the cultures that nourish it. Choosing garments designed or made closer to home trims carbon kilometres, supports skilled jobs and helps an industry clean up its act.
To make the cut each label had to clear objective hurdles: Good On You ‘Good’ or ‘Great’, B Corp or Mindful Fashion status, published impact reports and honest pricing. So you can shop with evidence, not guesswork.
Skim the line-up for your style, then bookmark the care and buying tips beneath each label. The right laundering routine and a repair service or resale platform can double a garment’s life—saving you money and the climate some stress. Let’s meet the makers.
Among ethical fashion brands NZ shoppers consistently rate highly, Wellington-born Kowtow remains the pace-setter. Founder Gosia Piatek started the label in 2007 with a simple rule—every tee, trouser and trench must leave a lighter footprint than the one before it. Eighteen years on, the brand still works solely with Fairtrade and GOTS-certified cotton and has scrubbed plastic out of trims, swing tags and even buttons. That purist approach hasn’t blunted its design edge; Kowtow’s clean lines and confident colour blocking turn sustainability into an everyday uniform you’ll actually want to wear.
Shop in person at the Wellington flagship, online with worldwide shipping, or through selected stockists such as Goodness and Infinite Definite. Wash cold, line-dry in the shade and return well-loved pieces via the free take-back scheme for store credit—Kowtow recycles them into new cotton yarn, closing the loop one tee at a time.
If you crave luxe tailoring without the guilt hang-over, Auckland’s Maggie Marilyn delivers. Designer Maggie Hewitt launched the label in 2016 with a mission to prove that red-carpet polish and regenerative farming can co-exist. Today the brand is a fixture in conversations about ethical fashion brands NZ shoppers can feel truly proud of, pairing buttery silks and sharp suiting with supply-chain transparency that would make a forensic accountant smile.
Maggie Marilyn works under two collections: Somewhere (everyday staples) and Forever (elevated occasion pieces). Both lines champion circular principles—buy less, love longer, repair always—and every garment comes with clear after-care instructions so the promise isn’t just marketing fluff.
Mend, swap, repeat. The in-house repair workshop fixes seams and zips for life, while the “MM Re-worn” resale platform lets customers on-sell past favourites. Return any item—no matter its state—and receive store credit; MM will refurbish it for resale or recycle the fibres into future collections.
Minimalist silhouettes, meaningful impact. ReCreate Clothing shows that comfortable streetwear can change lives as well as wardrobes. Sketches are dreamed up in Ōtautahi (Christchurch) and stitched in a Cambodian social-enterprise workroom where fair employment, training and dignity come first. Small-batch production using certified organic fabrics keeps waste low, while transparent reporting lets shoppers see exactly whose hands their garments passed through.
ReCreate pays a verified living wage, offers free onsite childcare and funds ongoing education for every maker. Staff receive skills training far beyond sewing so they can move into leadership or launch their own ventures. The label sources only Global Organic Textile Standard fabrics and ships orders in compostable packaging to keep its footprint tidy—earning a “Great” score on Good On You and membership with Mindful Fashion NZ.
Each ReCreate piece represents roughly ~28 hours of fair, empowering employment—proof that ethical fashion brands NZ shoppers back can generate global ripple effects.
When a home-grown label wins praise from the United Nations, you know it’s doing more than knitting nice jumpers. Christchurch-based Untouched World has spent three decades proving that premium fibres, technical innovation and kaitiakitanga can share the same wardrobe. Loved by travellers and weekend trampers alike, the brand shows how ethical fashion brands NZ can scale up without selling out: every sweater, wrap and jacket is designed to last seasons, not seconds, and is backed by robust science on emissions and biodiversity.
Untouched World works with certified regenerative farms, uses zero-waste whole-garment knitting machines and treats wastewater on-site. Every yarn is traceable back to a New Zealand station, and factory staff are paid at or above the Living Wage.
Beyond clothes, the Untouched World Foundation funds youth leadership programmes focused on climate action. A lifetime repair and eventual recycling service keeps garments in circulation and out of landfill—proof that style and stewardship can be stitched into the same seam.
If you grew up borrowing Dad’s merino jumper on camping trips, there’s a fair chance it was a Standard Issue knit. The family-owned label has been knitting in Tāmaki Makaurau since 1981, proving that high-tech machinery and slow-fashion values can happily share a factory floor. Its pieces feel feather-light yet hearty enough to survive decades—helping Standard Issue earn cult status among ethical fashion brands NZ shoppers swear by.
A mother-and-daughter outfit run from a sunny converted garage on Auckland’s North Shore, WIXII riffs on 70s silhouettes and earthy colour stories without the waste. The duo cuts most garments to order in New Zealand and hands overflow to a trusted family workshop in Fiji, keeping production small, transparent and human-scaled—exactly what many shoppers crave from ethical fashion brands NZ wide.
Steam woven pieces to freshen between wears and rotate garments on padded hangers—minimal washing keeps delicate fibres happy for seasons to come.
Fiercely Kiwi and refreshingly transparent, Ruby’s candy-coated collections and Liam’s pared-back tailoring prove mainstream fashion can lift its game. Both labels share one supply chain, one impact report and one goal—becoming the most open books among ethical fashion brands NZ shoppers meet on the high street.
Around 80 % of garments are cut and sewn in Aotearoa, letting Ruby pay Living Wage rates and visit makers weekly. As a Mindful Fashion NZ member, the company publishes annual, data-rich impact reports covering carbon, waste and wage tiers.
Customer-centric initiatives keep clothes in circulation:
Bubble-gum pink blazers, pleated mini skirts and Liam’s sculptural column dresses add instant cheer—minus the guilt trip.
If your idea of weekend bliss involves a tramp up the Remarkables or a chilly dawn surf, you probably own at least one Icebreaker layer. Founded in 1995, the Auckland-headquartered brand rewrote the rule book for performance gear by swapping sweaty synthetics for superfine merino that regulates temperature and resists odour naturally. Now stocked in 40-plus countries, Icebreaker keeps its Kiwi roots obvious through farm contracts that reward high animal-welfare standards and through a business model that proves ethical fashion brands NZ can conquer the global outdoor market without plastic crutches.
Icebreaker’s “Move to Natural” roadmap pledges to eliminate virgin petrochemical fibres by 2025. Every bale of wool is traceable back to one of 120+ ZQ-certified farms, each bound by long-term contracts that guarantee living incomes, regenerative grazing and mulesing-free flocks.
Unlike polyester activewear, merino releases zero micro-plastics, stays odour-free for days and washes cold—cutting water, energy and wardrobe churn in one go.
Zen studio sessions, beach walks and café catch-ups all end up on WE-AR’s mood board. Founded in Auckland in 2005, the label designs supple basics that bend with your breath, proving comfort can still rank high among ethical fashion brands NZ yogis trust.
The “BOOMerang” take-back scheme accepts any pre-loved WE-AR item for fibre recycling or upcycling into meditation bolsters—rewarding you with store credit to keep the mindful wardrobe cycle spinning.
Denim is a wardrobe workhorse, yet traditional production dumps chemicals and underpays workers. Outland Denim flips that script through radical transparency and life-changing employment for women who have survived trafficking. Founded just across the ditch in Queensland, the brand has built a loyal Aotearoa following and now hangs on the rails of independent boutiques from Whangārei to Wānaka.
Lace-free comfort meets social justice at Nisa’s light-filled studio on Wellington’s Willis Street. Founded in 2017 by former lawyer Elisha Watson, the label exists first and foremost to provide safe, dignified employment for women from refugee and migrant backgrounds. Every soft cup bra or cheeky brief you buy funds English lessons, sewing certificates and the kind of workplace banter that turns strangers into whānau.
Unlike most intimates on the rack, Nisa pieces never hide a mystery fibre or hidden markup. Fabrics arrive pre-certified and patterns are tessellated like Tetris to leave virtually zero scraps. Any off-cuts that do escape become hair ties or colourful patch kits, proving that small brands can out-perform giants on waste reduction.
Underwire-free bras, high-waist briefs, merino bralettes and unisex lounge shorts run from size 8–26. Build a mix-and-match drawer or grab a gift pack for mates new to ethical fashion brands NZ wide.
Pop delicates in a wash bag, choose a cold gentle cycle and line-dry—elastic lasts longer and power bills shrink too.
Kids grow fast, but that doesn’t mean their clothes have to be disposable. Earthlings, a Christchurch children’s label for ages 0–8, builds each garment for multiple owners—so siblings, cousins and neighbours can all share the love. The tiny team proves that ethical fashion brands NZ parents trust can be playful, durable and genuinely planet-positive.
Adjustable cuffs and extra-long hems let pieces grow up to two sizes. Gender-neutral prints—tūī, koru, space dinos—encourage hand-me-downs without fuss.
Earthlings includes free iron-on patch kits for inevitable knee scrapes and offers trade-in credit for preloved items, which are laundered and resold at community markets. Less waste, more adventure.
The Manawatū label started as a pop-up and grew into a slow-fashion favourite by pairing feel-good fabrics with a feel-good supply chain. Every drop is small, thoughtful and rooted in relationships—proving ethical fashion brands NZ shoppers love can still surprise the wardrobe with colour and charm.
Tonic & Cloth pays fabric weavers and tailors a verified living wage, chooses plant-based dyes, ships in home-compostable bags and donates $1 from every sale to Women’s Refuge. Off-cuts become scrunchies and pocket linings, nudging waste towards zero.
Collections open for four-week pre-order windows, meaning the team cuts only what customers actually want. You lock in your size, wait a few weeks, then unwrap a piece sewn especially for you—no deadstock, no regret.
Offcut turns upholstery waste into numbered caps that disappear online faster than sneaker drops. The Wellington duo’s cheeky patterns prove circular design can look fresh, not worthy.
Zero virgin fabric, Climate Positive certified and a proud 1 % for the Planet member: every hat offsets more carbon than it creates.
Drops are announced by email and Instagram countdown. Fabrics dictate quantity—sometimes 20, sometimes 200—so add to cart fast or wait for the next salvage haul.
Anchor a patterned Offcut cap with monochrome basics and white sneakers for instant street polish.
Think of Sheep Inc. as the sneakerhead of knitwear—limited drops, bold colours and next-level traceability—only the star is New Zealand merino, not rubber soles. Although the label is headquartered in London, every fibre is shorn from ZQ-certified farms across Aotearoa, making it a poster child for ethical fashion brands NZ wool growers love to champion.
An NFC tag in each jumper lets you scan and meet “your” sheep, view farm metrics and track emissions right down to freight mode—geeky, but genuinely useful.
2 % of every sale funds soil-carbon and biodiversity projects on partner stations, offsetting more CO₂ than the garment creates and pushing the brand beyond net-zero.
Twenty-seven Names is the sort of label that makes you feel good before you’ve even tried anything on. Founded in Wellington by long-time friends Anjali Stewart and Rachel Easting, the brand produces almost its entire range within a 30 km radius of its Te Whanganui-a-Tara studio. Local making keeps jobs onshore, lets the designers visit every machinist regularly and slashes freight emissions—an approach that’s refreshingly straightforward in a world of tangled supply chains.
The flagship Cuba Street store hosts free monthly mending days—machines, thread and guidance supplied—so customers can keep favourites in rotation. Any unsold samples are donated to local schools for sewing projects, nurturing the next generation of slow-fashion thinkers.
Kōwhai + Co threads mātauranga Māori through every seam, proving cultural respect can sit front-row alongside style. Based in Rotorua, the whānau-owned label keeps its footprint rooted on home soil, with all pattern-making, cutting and sewing handled by local artisans paid at—or above—the Living Wage. For shoppers hunting ethical fashion brands NZ can truly claim, Kōwhai + Co is a bright, blooming option.
Native flora motifs, pāua-washed pastels and relaxed, unisex cuts invite easy layering—from Aotea market strolls to Matariki soirées.
The “Papatūānuku” collection turns vintage curtains and tablecloths into one-off chore jackets and carry-all totes—each tagged with the fabric’s former life story to keep whakapapa alive.
Grey skies don’t have to sabotage your style or the planet. Wellington start-up Okewa proves technical outerwear can be sharp, breathable and circular, not landfill-bound. Every coat is cut and sewn less than a kilometre from the brand’s inner-city studio, keeping skills and spend in Aotearoa.
Okewa selects Bluesign-approved textiles, guaranteeing restricted chemicals from fibre to finish. A 10 000 mm waterproof rating and taped seams mean fewer emergency umbrella buys, while the in-box repair kit and free take-back scheme extend life beyond the first owner.
After a couple of wild Aotearoa winters, revive beading with a PFC-free spray and a quick tumble dry on low—your coat will shrug off rain for seasons yet.
Uniforms aren’t the sexiest part of fashion, yet they account for tonnes of textile waste each year. Wellington-born Little Yellow Bird tackles that problem head-on, supplying Fairtrade organic cotton basics to hospitals, hospitality groups and anyone who wants a crisp white tee without murky ethics. By designing for heavy rotation, the brand proves that everyday workwear can still sit proudly among the top ethical fashion brands NZ has to offer.
Profits fund schooling, clean-water and sanitation projects in the cotton-growing regions where LYB’s garments begin their journey—closing the loop between producer and wearer in the most tangible way.
Fun, fearless and gloriously comfy, Thunderpants proves that even the most everyday item—your undies—can champion sustainability. The Martinborough label has been cutting its cheeky prints since 1995, building a loyal fanbase that spans school kids to silver-haired yogis who prefer their briefs wedgie-free. If you’re mapping out an entire wardrobe from ethical fashion brands NZ shoppers swear by, start at the base layer.
Kids’ 2–14 and adult 2–26 across classic briefs, boxer briefs, period pants, cami tops and chlorine-safe swimwear; wallet-friendly $24–$69.
A portion of limited-edition print profits funds local arts festivals and grassroots environmental documentaries, proving feel-good undies can do good too.
From Martinborough undies to Rotorua linen, each label above shares a non-negotiable toolkit:
Shopping these ethical fashion brands NZ makers have built is only half the job, though. Buy less but better, follow the care tag (cold washes, line-dry, mend early) and pass pieces on when they no longer spark joy. Every extra wear slashes the garment’s per-use footprint.
Ready to round out your sustainable wardrobe with décor that whispers the same values? Pop over to Villarosa Maison to browse consciously made clothing alongside French-inspired homeware that turns any flat into a sanctuary. Ethical style, sorted—from closet to coffee table.
