ABOUT

CUSTOM MADE ETHICAL FASHION CREATED TO LAST

A MINDFUL WAY TO SHOP

We race through life. Rushing here, snatching sales there. But what if we slowed down? Took a moment to contemplate our purchases? 

What if we start choosing only pieces we love? Pieces that are made especially for us. That transcend trends and last a lifetime. 

HERE'S WHERE WE COME IN.

Because we believe that slow beats fast and quality trumps quantity. That you should feel inspired by a wardrobe - season after season, year after year.

A PERSONALISED EXPERIENCE

Happy to order straight off the online shop? Great – go for it. You still get to choose some customisations. But we know sometimes you just need that extra bit of special attention. 

That’s why we offer our virtual consultations where you can chat through your needs and get a piece (or 5) customised especially for you.  

NATURAL FIBRES + QUALITY FABRICS

Our garments are made from natural fibres and quality fabrics that break down naturally at the end of their lives.

Plus, they’re made-to-order using designer end-of-line fabrics. Which means minimal waste and a happier planet.

MEET AMY - FASHION DESIGNER

Hey, hi - Amy here. Kiwi fashion designer and long-time creative.

This slow fashion business baby of mine all began when I decided it was time to slow down myself. 

With two mini humans and a burning desire to put my lifetime’s worth of creative smarts into something I’d truly be proud of, I stepped off the 9-5 treadmill and into this vibrant and colourful world that is Ames Store.

And I’m damn happy I did it! 

Because now I get to be playful and expressive, fun and innovative. I get to relish in the big, beautiful and breathtaking process of designing and creating – a skill that was lovingly passed down to me from Mum and Gran. 

And most importantly, I get to create fashion that leaves people feeling empowered, uplifted and excited to walk out the door. 

my considered creative process