32 | Family business with fashion focus Combining fashion-forward designs with size inclusivity and ethical sourcing, Moke Apparel is truly a family affair, MOKE Apparel T T Bernadette Cooney REGIONAL DEVELOPMENT In the heart of Oamaru’s historic Victorian precinct, Moke Apparel has carved a niche in the global fashion industry with its blend of stylish functionality, excellent value and strong family ties. Founded in 2013 by Oamaru locals Keith Stevens, Sarah Jennings, and Hamish Stevens, Moke Apparel is testament to international experience and local collaboration. The company distributes high-quality adult fashion to more than 200 retailers across New Zealand and Australia, as well as expanding online sales and running its flagship fashion and gift store, William Bee Merchants, on Itchen Street, Oamaru. Combining fashion-forward designs with size inclusivity and ethical sourcing, Moke Apparel is truly a family affair, which can trace its origins back to 1999, says founder and director, Keith Stevens. “My background is that I worked at Waitaki Leathers for 23 years as manager, before leaving for Shanghai, China in 1999 with my wife and three children, to work as vice-president of Richina Leathers for 11 years.” Living and working in Shanghai opened new opportunities, and the relationships built there continue to be fundamental to their success today. Keith’s wife Lynne, and their children, Sarah, Hamish, and Blair, absorbed the cultural and business influences of one of the world’s fashion hubs. “Our daughter Sarah attended Yew Chung International School and later studied Mandarin at Jiao Tong University before completing her marketing management degree at Otago University,” says Keith. “Soon after, she ventured back to Shanghai to work for NZ Trade & Enterprise and then as account manager for a French-Chinese marketing research firm.” Sarah is the driving force behind the business today says Keith, leveraging her marketing expertise to oversee design and development, supplier relationships and manage e-commerce. Keith and Lynne returned to New Zealand in 2010, managing the Villa de Lago Apartments in Queenstown for three years, before returning to Oamaru where Lynne partnered in establishing Cucina Restaurant, and Keith established Moke Apparel the same year. Moke the brand, offers versatile, crossover fashion with purpose to boutique fashion retailers and department stores. The company is also the Australasian licence holder for highend American childrenswear label Rylee & Cru. “It’s a truly family run operation,” says Keith. “Lynne manages the Rylee & Cru label. Sarah drives the online business and works alongside Hamish and Anneke, who manage design and sourcing. Hamish brings significant experience in global sourcing, having worked for brands such as Calvin Klein, Tommy Hilfiger and DKNY. “Their vision and expertise are shaping Moke’s future, and I couldn’t be prouder,” says Keith, who is preparing a succession plan for the company in coming years. Earlier this year, Oamaru was transformed into 1800’s California, during location filming for a Netflix series based on John Steinbeck’s 1952 novel, East of Eden. “That was a bit exciting,” says Keith. “We had one of the stars of the show come in and buy some merchandise, which was cool.” Phone: 03 983 5500 waterfordpress.co.nz Your Business, Your Industry, Your News. DO OUR READERS KNOW YOU EXIST? Yardley Lo Specialise in a range of Accounting services - from Business, Farm Accountancy to Tax solutions. When you work with us, you’re backed by a team with expertise in legal skills and subsets right across the board. We believe having lawyers from different walks of life matters too, along with experience in different businesses and industry sectors. When these elements are brought together, we can match you with a lawyer who is a good fit for you, a person who has the same fundamental goals in life. 20 Wear Street, Oamaru deanlaw.co.nz +64 3 434 5128 office@deanlaw.co.nz Carol Robertson Director Emma Middlemass Director Ben Coleman Director Jen McTeigue Staff Solicitor Phoebe Lanning Staff Solicitor
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