Iconic Wellington denim store Hurricane Jeans shifts and rebrands

  • Design
  • July 3, 2017
  • Sarah Dunn
Iconic Wellington denim store Hurricane Jeans shifts and rebrands

Hurricane Jeans opened on Manners St in 1991, but one year on from its 25th anniversary, owner David Byrne is shaking things up with a shift from Manners St to Willis St. The business is also rebranding to become Hurricane Denim, complete with a new logo incorporating Wellington’s Pencarrow Lighthouse.

The new store at 49 Willis St opens tomorrow. Byrne, who also owns two other independent apparel retail stores in Fusion Surf Skate and Miss Wong Clothier, is excited about joining the Willis St business community: “It’s a vibrant part of town, we’re surrounded by other fantastic retailers and can’t wait to share our unique new offering with Wellingtonians.” 

The door closes for the last day tomorrow (Sunday 2 July)

A post shared by Hurricane Jeans (@hurricanejeans) on

Retail design specialist Spaceworks is behind the new premises’ fit-out. Its launch will include social media competitions with “incredible, money-can’t-buy” prizes, and promotions for loyalty customers.

Byrne says he and his team spend a lot of time searching for new styles, and work with more than 15 established labels.

“I’m often told that people find shopping for jeans challenging and there’s nothing worse than a saggy butt in poorly fitted denim, so this is all about finding everyone the perfect pair and making it fun”, says Byrne.

“We celebrated 25 years in business last year and looking back has helped us to look forward and plan for the next 10 years. Retail is a highly competitive environment and we need to work hard to remain relevant.”

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