Just four months after its conception, new Mount Maunganui-based fashion label SevenDeadlySins is heading to Fashion Week.
The label is the brainchild of Miranda Cobb, owner of Evolution Clothing, and co-designer Lilah Winchester, who works as a buyer and merchandiser at Evolution.
And the fashion-forward pair decided only on Friday to take
SevenDeadlySins to New Zealand Fashion Week as an exhibitor, to launch the label.
But they say their retail experience means they know exactly what buyers will be looking for in a wholesale brand.
The pair were inspired to commit to Fashion Week after seeing an international brand and realising their own was comparative.
"We thought, 'we can do this'," Mrs Cobb said.
"We realised we had created a highly competitive product to release into the market, so we have been working around the clock to prepare for next week."
And while all the product was ready to go, it's the little things - such as woven labels - which required attention.
Mrs Cobb, who trained as a fashion designer at Bay of Plenty Polytechnic, is excited to be sharpening her pencil and designing again.
For the past five years she has grown Evolution, which now has six stores in Mount Maunganui, Taupo, Ponsonby, Gisborne, Wellington, Napier and Hamilton.
She described SevenDeadlySins as "streety and fun" and based around trans-seasonal pieces.
"Customers want value, they want to know they are spending money on an item they can wear in summer with strappy sandals or in winter with tights and a cardy."
Priced between $89 and $350, Mrs Cobb described SevenDeadlySins as a "premium" brand which was more expensive than Evolution.
It would meet market demand for commercially appealing, high quality, affordable clothing, she said.
"The range includes clothing, handmade leather shoes and bags and jewellery."
SevenDeadlySins will not be stocked in Evolution Clothing. Mrs Cobb said it was targeted at high-end boutique stores in New Zealand and Australia.
SevenDeadlySins will be displayed at Stand 6 at the NZ Fashion Week Designer Showcase Exhibition.
