| 3 “We foresaw early, the emergence of the packable down jackets in the international market and wanted to be the first brand in New Zealand to offer fashion as well as function to the everyday consumer utilising bright colours and fashionable styles.” Thread of an idea leads to global success T Richard Loader The Moke label is renowned for its packable down category of outwear, where fashion meets functional styles at a very competitive price point. REGIONAL DEVELOPMENT Moke Apparel Oamaru based family owned and operated Moke Apparel is one of those truly inspirational Kiwi stories, where the thread of an idea leads to success both at home and on the world stage, delivering customers with a product that is just a little special. In 2013, Keith Stevens and his daughter Sarah Jennings identified an opportunity to service and stock independent retailers like small clothing and tourist stores with fashion garments that were also highly functional. “We felt there was big gap in quality and style for what was being offered in New Zealand’s tourist stores, compared to what was available in the larger retailers,” says Keith. “We foresaw early, the emergence of the packable down jackets in the international market and wanted to be the first brand in New Zealand to offer fashion as well as function to the everyday consumer utilising bright colours and fashionable styles.” As momentum built, Keith and Sarah were joined by other family members, each bringing their own unique skillsets to Moke. From concept to design to manufacture, the Moke label is renowned and anchored in the packable down category of outwear, where fashion meets functional styles at a very competitive price point. “We trace our down-fill and know we’re being supplied ethical pure duck and goose down from a reliable and approved resource. From a functional perspective, we were perhaps the earliest adopter of a reversable coat in full down, where the customer is essentially getting two coats in one. We’re finding that is really hitting the mark in our international markets like Australia and the UK.” Moke also produces very high quality rain jackets, soft shell jackets and in recent years has launched into loungewear. In the last 18 months Moke has experienced significant growth by entering into the Australian and UK market and an Australasian license agreement was signed this year to sell and distribute baby wear for the California based Rylee & Cru collective. The Rylee and Cru collective carries three brands that are growing internationally at a rapid pace — Rylee & Cru, Quincy Mae, and Nora Lee. “That licence and distribution agreement now makes up half of our turnover. We currently have a team in Melbourne exhibiting that brand at the Life & Style Trade Show. Our licensed brands of Rylee & Cru are all made from ethnically sourced and recyclable materials. Our Head Office and partners in San Diego are not only on-point trend wise but are also raising the bar with sustainability.” Moke has a proven model where its core styles evolve and are significantly influenced by the wants of end-consumers as to what comes next, style wise. “If you listen to the market and your buyers, and keep a good understanding of what’s being offered internationally you avoid not delivering what your customers want. You need to stay fresh and continue to try new things in a calculated way, while respecting and knowing who your customer is, without exploring too much uncharted territory.” A new line offered to Moke customers in 2023 will be Moke Lounge, which is a ladies lounge brand offering comfortable and fashionable styles using the same model of sourcing and development of sustainable and ethical yarn blends. “This will offer different yarn blends and fabrications,” says Keith. “A key point of marketing this product will be the sustainability aspect and properties of the materials.” Phone: 03 466 5062 25 Mailer Street, Mornington, Dunedin www.yardleylo.co.nz Dunedin: 25 Mailer Street, Mornington www.yardleylo.co.nz Helping your business stack up Yardley Lo Specialise in a range of Accounting services - from Farm Accountancy to Tax solutions. Get in touch with the team today! 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 Briar Philip Solicitor Carol Robertson Director Emma Middlemass Senior Associate Ben Coleman Director Kayla McLellan Solicitor
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