Label owner stunned to be named among ‘most sustainable’


Ethical fashion - Gisborne-style

A GISBORNE fashion label has been named as one of New Zealand’s top five most sustainable brands.

Masami Clothing creates one-off pieces of clothing made “with love” by Gisborne woman and designer Julie Puddick.

She mixes old with new to re-use and re-vitalise textiles, trims and embellishments, sourced from local secondhand stores and vintage boutiqes.

The skills of other talented people are also added to the mix, with embroiderers, pattern makers and models for the brand all from Gisborne.

“Yes, I am ethical fashion,” said Mrs Puddick, who admits she was “gob-smacked” when she heard she made the top five.

“I was very humbled to be included with brands like Maggie Marilyn and Kowtow.”

Eluxe magazine, which bestowed the honour, is an online and print magazine focused on ethical and vegan fashion.

Mrs Puddick has been doing what she has been doing “for years”, but the Masami brand was officially launched in late 2016.

“I am trying to sell Gisborne too. It’s a lifestyle and that comes out in the clothes.”

All pieces are hand-cut and hand-made. Eluxe magazine has described it as having an “artisanal strength”.

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