An idea born after a couple of flawless Winters in the wonderland of Whistler, Canada, THEY/RE FOR Apparel is about keeping the dream alive. We like to think that at all times somewhere in the world there is someone shredding through a three foot powder dump, ‘tuckin/ & huckin/’ in the park or scouring the web for flights to faraway snow-covered lands when they should be doing assignments/crunching numbers/mowing lawns/cooking some good-for-nothing/s eggs.
THEY/RE FOR is the metaphorical lovechild of Lucy Thomson and Thomas Nijam, based in Auckland and Melbourne respectively. It/s a project putting modern technology through the toughest of tests, and we/re not treating this lightly. Utilising the blossoming talents of the people in our midst and the balls-to-the-wall attitude that’s representative of kids starting from scratch, we believe there/s more than one way to do things. And let/s be honest, everyone loves the little engine that could.
There are some key people who should be acknowledged for their contributions in getting this kite in the sky, people who we believe will move mountains someday very soon.
- Mat Turner – our intuitively apt graphic designer, who managed to capture the soul of our aesthetic into our typeface, logo and product shots. Get at him: firstname.lastname@example.org
- Brendan ‘BJ’ Wilde – a man of many talents with a finger in every pie who brings us this sexy online production.
- Russell ‘Pistol’ Pongho – Le Facilitator AKA the guy who keeps on the lights at night so we keep a smile on your dial.
Many thanks to photographers, models, friends & family who have helped along the way to get us this far.
THEY/RE FOR APPAREL develops and manufactures high quality, purpose-built winter clothing that is both fashionable and comfortable for skiers, boarders and city-goers all over the world.
New to the industry, we are looking to improve the state of snow apparel, creating innovative and functional products for use on the hill or in the urban jungle, wherever the road takes you. It/s not about producing the biggest clothes we can and calling them ‘steazy’, it/s a more practical take on bringing style, comfort and design in one ready-to-wear package. We/re considering the unexpected and designing with the end use in the front of our mind, every step of the way. It/s about tireless function translating to effortless cool.
Made and manufactured in New Zealand, we/re bridging the gap between the parallel universes of days spent skiing and riding and that scary thing we like to call ‘real life’. You/re not here to shag spiders and neither are we.
What qualifies us to do this? We are you. We are the users and wearers. We/ve spent day after day being let down by suboptimal products, laughing at lads in soggy and stretched, poor quality tall tees and enjoyed many an après beverage with a wet backside. We/re bringing you products we are proud of, and we don/t set our standards easily. We/re delivering offerings we would give only to our closest of friends. But who are they available for this time? THEY/RE FOR you.
So watch this space. From little things big things grow.
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