SMALL BATCH 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.
NATURAL FIBRES + QUALITY FABRICS
Our garments are made from natural fibres and quality fabrics that break down naturally at the end of their lives.
Ames also uses designer end-of-line fabrics. Which means minimal waste and a happier planet.
Ethically Made
We prioritise ethical clothing production by partnering with local Auckland machinists. Our commitment to ethical practices begins with sourcing sustainable materials and extends to fair wages and safe working conditions for our skilled artisans.
By collaborating closely with local machinists, we ensure that each garment is crafted with care, supporting both our community and the environment.
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
Goes something like this.....
Inspired by everything from vintage clothing to nature and music, I get designing. I create pieces that can be worn year after year and season after season. Pieces that are unique and comfortable, fun and fresh.
I go fabric hunting – I forage through high-end designer end-of-line stock at various wholesalers who collect these fabrics from around the world.
Dream fabric in hand, I take a small sample back to my home studio where I start testing.
I create a sample piece. Wash it. Wear it. Wash it again. Check how the colour and shape holds, looks, feels and moves on the body.
Once my sky-high standards are satisfied, I head back for more fabric, and make the piece available to all you slow fashion movers and shakers.