In an age where fast fashion still dominates wardrobes, these homegrown New Zealand brands are quietly reshaping the narrative with thoughtful take-back programs and repair initiatives that extend the life of garments, celebrate circularity, and champion community.
Whether you’re new to conscious fashion or a long-time advocate, here are some of the best initiatives you may have missed – but definitely shouldn’t.
Juliette Hogan: A Second Chance for Every Stitch
Juliette Hogan’s approach to sustainability is all about longevity. Their Complimentary Repairs and Hemming Program are proof that sometimes, the smallest fixes can have the biggest impact. Whether it’s a torn seam, a stubborn zip, or even shortening a skirt you’ve worn for years—if it’s a Juliette Hogan piece, they’ll make it right, for free. No receipts, no time limits, just an open invitation to keep your clothing in rotation longer. It’s subtle, service-driven sustainability at its finest.
Learn more about Repairs
Explore the Hemming Program
RUBY: Circular Style with Heart
The RUBY Says Recycle initiative began as a Black Friday pilot and has since become a permanent fixture in their stores. The concept is simple: customers return pre-loved RUBY pieces, which are then repaired and resold as samples, seconds, or stylish secondhand gems. It’s fashion that flows through time, from one Rubette to the next – full of memories, character, and charm.
In addition, RUBY is collaborating with Mindful Fashion New Zealand for a limited-edition Cowgirl T-Shirt, designed by artist Shelley Botticelli. All profits go to Mindful Fashion NZ, supporting a more ethical and resilient local industry. It’s an ode to style with purpose.
️Cowgirl Tee, $119
Launches: Tuesday 22nd April
Learn More
Kowtow: The Collective & Relove
Kowtow’s rewards program, The Collective, is a refreshing take on loyalty that values action over acquisition. Customers earn points not just by shopping, but also by sending back garments for resale or repair. It’s an ecosystem designed to honour care and community – two things fashion could always use more of.
Their Relove platform, a second-hand marketplace for pre-worn Kowtow pieces, has taken off in New Zealand, with items often selling out within hours. Combined with their longstanding free repairs policy (since 2018!), Kowtow’s take-back strategy is one of the most robust in the country.
From reloved goods to regenerative repurposing, it’s all about giving clothing new chapters and cutting landfill out of the story.
Find out more HERE
The Shelter: Second Circle
Once a year, The Shelter opens its doors for Second Circle, an exquisitely curated consignment event celebrating timeless style and the beauty of pre-loved fashion. From local icons like taylor, Kate Sylvester, and Wynn Hamlyn, to international favourites like Rick Owens and Dries Van Noten, Second Circle is a treasure trove for collectors and conscious dressers alike.
This year’s event will run May 16–18 at The Shelter in Auckland, with consignment open until May 11. Consignors receive 50% store credit or 40% cashback, a generous return for participating in the circular economy.
If you’ve got pieces with stories to tell, Second Circle is your chance to let them speak again.
Location: 78 Mackelvie Street, Ponsonby
Second Circle Event: May 16–18
Consignment Open: April 10 – May 11
Find out more HERE
Deadly Ponies: The Collective x Repair Program
Deadly Ponies may be known for luxury leather accessories, but their values run deeper than aesthetics. As part of The Collective, they reward customers for engaging in circular behaviours like repairs and returns. Whether it’s giving a beloved bag a second wind or trading it in for resale, every step is tracked and celebrated.
This isn’t about perfection – it’s about progress, made accessible through every stitch, seam, and second chance.
As part of the programme, Deadly Ponies uses leather offcuts from their own factories to close the loop on excess waste during production – turning potential landfill into future craft. Customers are rewarded for joining the journey: return a Deadly Ponies bag in usable condition and receive a $50 voucher toward your next purchase. While the brand accepts an amnesty on all preloved Deadly Ponies items, only bags qualify for the voucher.
♻️ Outcome: Items are restored, reused, or recycled
Accepted: Preloved Deadly Ponies products (bags only qualify for credit)
Reward: $50 voucher for a usable Deadly Ponies bag
Learn more about Deadly Ponies’ Recycle Programme
Max: Closing the Loop on Wool
Max is leading the charge with one of New Zealand’s first large-scale Wool Take-Back Programmes. In partnership with Upparel, Max invites customers to return 100% wool garments – regardless of brand – that are beyond repair. These items are then repurposed into new yarn or transformed into home insulation and furniture padding.
It’s a smart, circular solution to an all-too-common problem: what to do with damaged knitwear. In return, customers receive a $10 voucher to use in-store or online, making it a win-win for your wardrobe and the planet.
Accepted: 100% wool garments (any brand)
♻️ Outcome: Recycled into yarn, insulation, and more
Reward: $10 Max voucher
Learn more about the Wool Take-Back Programme
OVNA OVICH: Designed for Return
OVNA OVICH is quietly redefining the lifecycle of clothing with their Take-Back Programme and commitment to full-circle fashion. Their Core Range is made entirely from GOTS-certified organic cotton -chosen specifically for its recyclability and ability to biodegrade at the end of its life.
In a gentle yet firm nudge toward circularity, the brand offers store credit in exchange for garments returned for recycling. It’s a natural extension of their design ethos: considered, compostable, and always conscious.
Accepted: OVNA OVICH garments, especially from the Core Range
♻️ Outcome: Recycled locally in Aotearoa
Reward: Store credit
Learn more about the OVNA OVICH take-back programme