The fashion industry is undergoing a profound transformation, as consumers increasingly seek out clothing that not only looks beautiful but also feels meaningful and responsible. Today’s shoppers are drawn to brands that champion craftsmanship, longevity, and ethical practices—rejecting fast fashion in favor of garments that tell a story and stand the test of time. This shift is inspiring a new era of thoughtful design, where creativity, quality, and care for people and planet are woven into every stitch. Wilson Trollope embodies this movement with a collection of clothing designed to empower, uplift, and endure. Founded by Annabelle, whose lifelong love of fabric and self-expression began in childhood, the label is built on the belief that what you wear should make you feel powerful, proud, and uniquely yourself. With timeless silhouettes, natural fabrics, and a commitment to ethical production, Wilson Trollope offers pieces that celebrate individuality while honoring the responsibility we all share to create a better, more beautiful world. Every garment is built to last—cut for movement, made to empower, and inspired by the belief that feeling great in what you wear is transformative. Whether you’re dressing for your day-to-day or a life-changing moment, these pieces are a celebration of individuality, expression, and quiet strength.
A lifelong love of fashion, fabric, and self-expression
Behind the label is Annabelle, a lifelong maker with a deep-rooted love for sewing, storytelling, and style. From her earliest days hand-stitching outfits as a child, to sewing entire wardrobes during university, her creative path has always been led by curiosity, care, and craftsmanship. After completing a degree in history and a stint in marketing, Annabelle followed her fashion dreams across the globe—from patternmaking classes in Auckland to the inspiring workrooms of London, Berlin, and New York. Along the way, she studied at the prestigious Central Saint Martins, immersing herself in the business of fashion and refining her vision for what a label could stand for. She returned to Aotearoa determined to build a brand with purpose—and in 2017, opened the doors to the Wilson Trollope store in Wellington. What began as a dream on a kitchen floor has since become a beloved destination for beautifully made clothing, each piece imbued with the spirit of craftsmanship, courage, and care.
A conscious approach to design, production, and the planet
At Wilson Trollope, sustainability is not a marketing strategy—it’s a responsibility. Every decision, from fabric to finishing, is guided by the belief that beautiful clothes should never come at the expense of people or planet. Collections are sampled locally and produced in small runs between Auckland, Wellington, and Guangdong, where ethical manufacturing is non-negotiable. Timeless in style and built to last, these garments are designed with circularity in mind—meant to be worn, repaired, re-loved, and eventually returned. Wilson Trollope is working towards carbon neutrality through key initiatives like the WTree Fund, which supports regenerative tree planting across Aotearoa, and the Climate Friendly Cart, giving customers the option to offset their purchases at checkout. The brand’s commitment to transparency extends to plastic-free packaging, low-waste studio practices, and a growing circular programme that ensures no WT piece ever becomes waste. It’s fashion that looks forward—thoughtfully made, carefully designed, and driven by the belief that when you feel good, you can do anything.
To know more visit:
Instagram- https://www.instagram.com/wilsontrollope
Website- https://www.wilsontrollope.com
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