Fashion is in the midst of a quiet revolution, as more consumers turn away from disposable trends and toward garments that reflect mindfulness, sustainability, and genuine craftsmanship. Around the world and in Aotearoa New Zealand, the slow fashion movement is gaining momentum—championing small-batch production, ethical sourcing, and a return to clothing that holds meaning beyond the season. This shift is not just about what we wear, but how and why we wear it, inviting us to value comfort, longevity, and the stories woven into every piece.Within this evolving landscape, TUESDAY emerges as a brand that embodies these ideals. Rooted in connection, care, and a distinctly New Zealand sensibility, TUESDAY’s Ataraxia collection offers women a wardrobe of elevated everyday elegance—garments designed to move with you, crafted with intention, and inspired by the calming beauty of the natural world. Here, fashion becomes a ritual of presence and ease and grounded in thoughtful design. It’s fashion that flows with you, not against you. Feminine without frills. Designed to be worn—not saved.
A brand built on connection, craftsmanship, and female-led collaboration
TUESDAY is proudly rooted in Aotearoa, designed with heart in Tāmaki Makaurau and made with integrity by a boutique, female-founded team in Shanghai. With over 20 years of close collaboration, the brand’s relationship with its makers is built on deep mutual respect, trust, and friendship—a rarity in today’s fashion landscape. This connection isn’t just transactional. It’s personal. Together, they’ve celebrated weddings, swapped gifts for their children, shared local delicacies, and built a production model that is refreshingly human. This relationship allows TUESDAY to reject the conventional pressures of minimum order quantities and overproduction. Instead, each garment is made in small, intentional batches, often to order, allowing stockists to request as few as five of a style—something unheard of in fast fashion. Every design is a product of thoughtful iteration, made with love and care, and always with the woman wearing it in mind. The result? Garments that feel one-of-a-kind, and a brand that operates like a close-knit family. TUESDAY is more than just clothes. It’s a community. One that believes in slow fashion, small runs, and deep-rooted values.
Conscious design, circular thinking, and a fashion future worth protecting
From deadstock to delivery, every part of TUESDAY’s process reflects a commitment to sustainability—not as a trend, but as a continuous practice. Deadstock fabrics—those already produced and left unused by others—are repurposed into new collections, giving forgotten textiles a second life while reducing the industry’s environmental burden. Where possible, natural fibres and recycled yarns are prioritised, with each new season exploring ways to lower the brand’s carbon footprint even further. Offcuts don’t go to waste—they’re cleverly repurposed for smaller projects, ensuring every scrap of fabric finds a home. But sustainability doesn’t stop at the garments themselves. TUESDAY proudly operates plastic-free across its production and packaging. Each order is wrapped in compostable tissue and delivered in biodegradable courier bags. Even the behind-the-scenes practices reflect their eco ethos—from printing in grey ink to reduce cartridge waste, to reusing banana boxes from the local supermarket to ship wholesale orders. This nimble, mindful approach is made possible by the brand’s small size and values-driven leadership. As a committed member of Mindful Fashion New Zealand, TUESDAY is part of a collective pushing for innovation, regeneration, and a more sustainable local industry. At a time when skilled garment workers in Aotearoa are becoming scarce, TUESDAY stands firmly in support of rebuilding a future where craftsmanship, care, and sustainability go hand-in-hand. This is fashion that honours people and planet, made by women who care deeply about both.
To know more visit:
Instagram- https://www.instagram.com/tuesdaylabel
Website- https://www.tuesdaylabel.com
To read more startup stories visit- https://startuptodaynewzeland.com
