New Zealand label Ellis is championing purposeful and slow design
IMAGE VIA @ELLISLABEL/INSTAGRAM
WORDS BY IZZY WIGHT
“Feminine and classic with a twist.”
Deep down, Auckland creative Ellis Hong always knew she wanted to work in the fashion industry. While studying visual communications at university, she completed design internships while accumulating a healthy collection of vintage pieces to sell online. “It was here that I began to realise how fast-paced the clothing industry was,” Ellis explains. “I wanted to find a new way of sharing pieces that would ultimately align with my values and find a way to [only] carry what was necessary.”
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In response, she created her slow-fashion womenswear label Ellis. Offering timeless wardrobe separates in both permanent and limited-edition collections, the brand’s feminine pieces are designed to stand the test of time. Below, Ellis speaks on the label’s journey so far.
Tell us about you. What’s your fashion background?
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I studied fabric technology in high school and studied visual communication at university. It wasn’t my first choice, but it felt safe. Deep down, I knew I always wanted to work within the fashion industry and knew my heart was always there.
As a backup, I decided to gain as much industry experience as I could, so I began interning for various companies while selling clothes on Facebook for fun.
I didn’t really know what it was all contributing to at the time, but the hobby eventually grew into an online store that housed the new and vintage pieces I had gathered. The website has had a few developments since then, but it is the same platform Ellis Label is today.
How did the label get started? Talk us through the process and the challenges.
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I had also begun to buy from up-and-coming overseas designers. The buying was using the traditional seasonal model, and it was here that I began to realise how fast-paced the clothing industry was. I wanted to find a new way of sharing pieces that would ultimately align with my values and find a way to [only] carry what was necessary.
I also started to notice gaps within the market… [pieces] I felt customers were missing in New Zealand. So, with the little experience I had, I began drafting a few pieces to test online. Making these select pieces to order at the time was a no-brainer. I have really had to learn everything from scratch, and finding the right team early on was an absolute saviour. There have been so many hurdles we have had to overcome together.
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We’re continuously learning and needing to adapt to new ways of working. One of the biggest challenges we have encountered is managing our made-to-order timeframes while experiencing growth. For a smaller-scale business, it’s been difficult to extend our range.
The other side to it… we really have to decide which pieces are worth creating and sharing with our customers. Each piece takes immense thought and dedication to make it truly worth it for our team.
How would you describe Ellis to someone who’s never seen it before?
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Feminine and classic with a twist. I like to see them as pieces you would wear on a special holiday. It depends on how the garments are individually worn – each piece is able to be styled differently by everyone, and I love it for that.
What are you most proud of in your work on your brand?
We recently opened our new studio/store in Auckland to carry samples and ready-to-ship sizes. It’s been really nice to meet our loyal online customers and see them finally be able to try our garments on.
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I find [we’re] really lucky to have a choice in slowing down the pace of consumption and service our customers directly.
What do you wish you knew when you started?
The whole journey has been a whirlwind, and it wouldn’t have been the same learning experience without being thrown into the deep end. I will mention the initial online store [I started] didn’t quite work out. I wish I had more knowledge of accounts and finance. That would have been immensely helpful.
Dream Australian/NZ collaborators?
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I’d love to collaborate with an artist and create an exclusive print for some fabric. If any readers are open to this, let’s connect!
Go to dinner party playlist?
I love all sorts of music but it always depends on my mood – I do love a bit of late-night jazz. I just went and saw Marlon Williams for the third time though. He’s always worth a listen.
Who is in your wardrobe right now?
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At the moment, I’m rotating our Mes Shirts over our Sculpted Top in every colour. I like pairing them with an easy pair of bottoms. The majority of the time [I’m wearing] vintage slacks or loose denim.
How can we buy one of your pieces?
Our made-to-order and ready-to-ship sizes are available to purchase directly via our online store. If you are ever in Auckland, our studio/store is open to the public on Fridays and Saturdays.
Browse the Ellis Label collection here.
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