Meet Rebe, the New Zealand label reimagining wardrobe essentials
WORDS BY BRONTE WINNEM
“The balance of form and function are at the forefront when I design.”
Whether it’s down to Marie Kondo, the rise in popularity of capsule wardrobes or a general shift towards a slower, more considered approach to fashion, these days we’re all on the hunt for stylish yet practical staples.
Rebe Burgess, the founder of New Zealand label Rebe, knows this well. She launched her contemporary womenswear label while working as a full-time buyer for a designer boutique in Auckland where she gained firsthand insight into the gaps in women’s wardrobes.
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Whether you’re looking for longline tailored shorts, a sturdy Chelsea boot or a classic Panama hat, Rebe’s offering of clothing, footwear and accessories is designed to be practical, functional and refined so no matter the season, you’ll continue to reach for them. Below, she talks us through the label’s journey so far.
Tell us about you. What’s your fashion background?
My full name is Rebe Manawanui Burgess, and I’m originally from South Taranaki descending from Ngāruahine, Te Āti Awa, and Taranaki iwi. I moved to Auckland for university, gaining a degree in Marine Biology, but for the past six years or so, I’ve been working as a fashion buyer for an international designer boutique here in New Zealand.
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At the same time, I’ve been running my footwear and accessory brand, Rebe. This year, I made the decision to dedicate myself full-time to Rebe, and just last week, I launched my first ready-to-wear collection.
How did the label get started? Talk us through the process and the challenges.
I’ve always been creative and knew I wanted to run my own brand someday. Around the time I finished university, I started my brand, Rebe. I was actually inspired by a fabulous woman wearing an amazing wide-brim hat. So, I found a local milliner to help me put into production a small run (about 20 units) of a wide-brim Panama straw style that still exists in my collection to this day!
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A year into starting my brand, I began my professional career working for a designer boutique in Auckland called Muse. Although it was super challenging balancing a full-time job with running a business, I learned so much during my years working as a buyer and engaging with Muse’s amazing customers daily, specifically learning what women want in their wardrobe, which is invaluable knowledge to gain.
How has this evolved and what are you trying to communicate through the brand now?
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I think the balance of form and function is at the forefront when I design. We all lead busy lives and it is important our clothing enhances our everyday and doesn’t take away from it. I want to create pieces that are not only beautiful but are practical.
In a way, Rebe is an extension of my own wardrobe, which is made up of pieces that are striking and sophisticated but that I can still wear every day and still love after many seasons. I want the Rebe woman to curate her wardrobe with a similar approach, ensuring that it’s thoughtful yet uniquely aligned with her personal style. Our collections comprise of items that will elevate her daily life and endure the test of time.
Where did the name come from?
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My dad is actually the one who chose my name. Michael Jackson had a sister who went by the name Rebbie Jackson, and he loved it. He shortened the spelling to Rebe. He has always told me that he gave me my name for a reason, and now it’s the name of my brand.
How would you describe your brand to someone who’s never seen it before?
Rebe exists to refine and elevate the classics, reimagining wardrobe essentials to cultivate truly timeless collections.
What are you most proud of in your work on your brand?
When customers are thoroughly stoked with their Rebe pieces! I love nothing more than a happy customer, especially when they are still wearing and loving products from a few years back.
Who excites you the most in the Australian and New Zealand fashion scene right now?
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I absolutely love New Zealand label Harris Tapper. Lauren Tapper is one of my best friends and she is so talented and creative. I also love local handbag brand Georgia Jay. She uses the most deliciously soft, buttery leathers, and I adore her slouchy handbag styles. I’ve always been a big Christopher Esber fan. I used to visit his showrooms in Paris when I was working as a buyer and his collections would always blow me away – his creative mind is something else!
To keep up with Rebe, head here.
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