Standard Issue is the family-owned New Zealand label making knitwear to last a lifetime

“Slow-crafted with care for land, makers and community.”

As we move towards a sustainability-focused design future, it’s important to remember those who carved the way for slow fashion. One of those people was Nigel Richards, the founder of thoughtful Auckland-based fashion brand, Standard Issue. Launching the brand in the early ’80s, he had a “desire to create pieces to be treasured for a lifetime” – a sentiment that remains at the core of the Standard Issue DNA.

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Today, the family-run label is known for its high-quality merino knitwear, created consciously with respect for the land and its precious resources. Over 40 years in the industry have solidified Standard Issue’s status as a sustainable, quality-first fashion pioneer. Below, the brand’s CEO Emma Ensor speaks on local production, zero-waste fashion and the Standard Issue dedication to knitwear made to last.

Tell us about you. What’s your fashion background?
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Hey, I’m Emma, the CEO of Standard Issue. My background isn’t actually in fashion! Standard Issue is a label that sits within our family-owned knitwear company. We’re proud to manufacture our brands in-house at our Tāmaki Makaurau (Auckland) workroom, using only natural fibres and a zero-waste output.