Commoners is the latest local label fighting for elbow room on Auckland’s Ponsonby Road, opening its first flagship store on the popular strip today.
The new store, which sits next to RUBY, houses both the men’s and women’s ranges as well as a small selection of other labels that compliment the brand.
Designer Jae Mills said opening his own store meant being able to communicate with customers directly.
“Being a basics brand, sometimes it can be difficult to stand out among the huge number of brands in the market.”
Commoners is sold in around 25 stores throughout New Zealand as well as having stockists in Australia, Los Angeles, Japan and Hong Kong.
Described as “elevated wardrobe essentials”, the brand combines simple fabrics with neutral colours to create well-designed tees, dresses and knits.
“Sometimes we get excited and step outside this vision but at the core we are focused on designing beautiful jersey basics in unique silhouettes,” Mills said.
“It’s also important that we make these products accessible as I believe design shouldn’t cost the earth.”