Nui is based on a foundation of sustainable values. A culture rooted in consciousness, community, compassion, transparency and intentional design, that puts people and the planet first. We create high-quality, low-impact apparel in timeless, long-lasting styles using only sustainable materials and an ethical supply chain.
Our vision is for a world where sustainable solutions with respect for people and planet are a part of everyday life.
We believe that consumers have the power to create positive change through the products they purchase. Every purchase is a choice, and every choice has a corresponding impact. The environment and humanity have an urgent need for consumers to make proactive choices that benefit people and the planet. People will live sustainably if living sustainably is simple, and as far as your wardrobe is concerned, Nui exists to make this vision possible.
I was born and raised in Aotearoa New Zealand. My rural coastal childhood instilled in me a lifelong love of the great outdoors and a passion to preserve it for future generations.
I started Nui in 2003 with a small collection of organic merino wool baby blankets. My guiding philosophy has always been to make something good, that causes no harm, and provides a safe, natural alternative to something that didn’t. Fast forward to 2022 and that’s still our philosophy, and Nui is worn by families around the globe.
Nui was born before my son, but thinking about the world he will grow up in, and his kids and theirs, just further reinforces my dedication to sustainable fashion.
I want to continue to make it even easier for people to make good clothing choices for their family. The fashion industry is one of the most polluting in the world. A collective shift to a better way of producing clothes will have a huge impact on the health of people and our planet.
Exceptional quality, innovative designs, and sustainable materials are the keys to impactful clothing for all ages, and for the ages. When we make these ethical choices together, we can all do good, make a difference, and protect the planet.
Founder+CEO @ Nui