Cotton On and Kiwi designer launch its first ever urban streetwear range

  • News
  • September 29, 2016
  • Elly Strang
Cotton On and Kiwi designer launch its first ever urban streetwear range

The Among Equals collection is a range of urban streetwear for men.

It’s inspired by the sneaker and skate subcultures of New Zealand, as well as the rise of urban design in mainstream retail brands.

The range features longline tees, bomber jackets and fleeces, as well as drop crotch pants.

Daniel Tupara, who owns New Zealand sneaker store Sole Merchants, was brought on as creative consultant for to make sure the range felt authentic.

He was involved in the entire process from inception to launch.

New Zealand country manager Mark Singleton previously toldThe Register the brand was proud to have partnered with Tupara on the range.

"Founder of premium online sneaker store Sole Merchants, Dan lives and breathes the urban streetwear culture and has worked closely with Cotton On’s trend and design teams as a consultant to the range to make sure it’s authentic to the values of our target customer,” he said.

“We have trialled the range in select Cotton On stores across New Zealand and it has performed really well. We’ve also presented it to our other markets during range review and the feedback has been really positive so we are confident it will do incredibly well in these regions also.”

The range is now available online and in 12 of Cotton On’s 18 international markets worldwide, including New Zealand, Australia, South Africa and the United States.

Check out our Q&A with Tupara about the collaboration below.

What did Cotton On want to achieve, or what was the brief given to you?

Among equals is Cotton On’s first urban streetwear range and came out of conversations between myself and Cotton On around sneaker and street culture in New Zealand. We wanted to cater to this customer and deliver an authentic range at an affordable price point, helping our fashion conscious customers access premium urban products to match their sought-after kicks. I’ve been involved in the streetwear community for a long time, which is why I think I appealed to the brand. 

Have you had any experience in designing clothing before? 

I count myself lucky to have grown up in the ‘90s when urban fashion and culture really gained traction. At the time, my influences were very much the same locally as they were state side - sports, music, and fashion. Fashion in particular became a passion for me which lead me to complete a Fashion and Design degree in the early 2000s. I then went on to design and construct my own ranges under various labels.

How did you find the experience (collaborating with Cotton On)?

Working with the various teams within Cotton On has been a great experience. Their passion and talent is at the highest level, and inspires you to keep pushing forward and challenging yourself, but with the focus of ensuring you are staying true to the brief, company values and most importantly, the consumer. This is very much a journey that I am proud to be a part of and we cannot wait to reveal more of what's to come.

Cotton On is very much a global brand, while you’ve got a more localised perspective on New Zealand street style. What kind of inspiration did you bring to the table? Did you look to friends, your own store Sole Merchants, or other clothing labels leading the way?

During the development of among equals, the team took inspiration from around the world where we travelled regularly to urban hubs outside of New Zealand such as Tokyo, Hong Kong, LA and NY to gauge what was happening in stores and on the street. We also spent time within the urban fashion and sneaker circles locally and abroad listening to what people had to say.  

The press release talks about "the rise of urban design influences across luxury and high street brands”. Do you want to expand on that? Do you think streetwear is infiltrating both luxe and high street brands in New Zealand now?

The relationship between luxury high street brands, and urban culture has been present since the '90s. What are seeing more of now is the influence of this relationships crossing over. Luxe brands are talking to the urban customer and the urban independent brands are becoming "hype" and sought after. I feel NZ street brands have owned this aesthetic since way back and have helped elevate this look globally to what it is now.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Direct sales: How multi-level marketing works

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: How multi-level marketing works

The $200 million-plus direct sales economy contains many lessons retailers can use. As part of a wider look at this thriving corner of retail, we created a quick explainer showing how this business model typically works.

Read more

Direct sales: Meet the upliners

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the upliners

We profiled different participants in the direct sales industry to find out what retailers can learn from them. Meet Isagenix distributors Adam Nesbitt and Bianca Bathurst.

Read more

Direct sales: Meet the business builder

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the business builder

As part of a wider story looking at what retailers can learn from the direct sales industry, we profiled Isagenix distributor Ben Frost.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Leveling up: Exploring multi-level marketing in New Zealand

Is the $200 million-plus direct sales economy retail by another name or something different? Regardless, what can we learn from it?


A spectrum of retailers

  • Opinion
  • April 18, 2019
  • David Farrell
A spectrum of retailers

In recognition of April being Autism Awareness Month, retail commentator Dave Farrell considers the role of those on the spectrum in retail.

Read more

How on-trend is your retail business?

  • Sponsored Content
  • April 18, 2019
  • Sponsored content
How on-trend is your retail business?

New insights from Visa highlight five evolving trends emerging from savvy retailers around the world. We’ve taken these global trends and looked at how they are playing out with merchants in New Zealand, and we’d now like to hear what you think of them.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit