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Viceland launches collaboration with clothing brand Commoners

  • News
  • February 8, 2018
  • StopPress Team
Viceland launches collaboration with clothing brand Commoners

Viceland New Zealand has dipped its toes in the fashion space, teaming up with streetwear brand Commoners to release a bespoke range of clothing apparel. 

The merchandise sees a collaborative effort between Commoners, Viceland and local designers to create a one-off capsule wardrobe. It was released on 1 February, in the Commoners Ponsonby store and online at the Commoners website.

The style of merchandise is unisex and combinesViceland's monochrome branding with the Commoners signature fit and style, consisting of a long-sleeve, short-sleeve, nylon hat and canvas tote bag—all of which were timed for its summer release. 

Viceland New Zealand marketing manager Laura Taylor notes the Viceland branding is simple, irreverent and raw, which are themes that align with Commoner's brand.

“Commoners are known for its classic, deconstructed and monochromatic garments and seemed like an obvious fit for this partnership," says Taylor.

"[It] is a collaboration between our marketing and global creative team and the Commoners team, who co-designed, produced and manufactured the garments. It's not a money play from Vice but an audience campaign, with profits going to Commoners”.

Viceland's injection into the New Zealand fashion market follows a successful internationalViceland fashion collaboration with Colette in Paris, coupled with a progressing will to grow its brand in New Zealand.

Perennially, Vice has shone a light into the dark abyss of unheard communities across the world, voices which are undiscovered by mainstream media. It is now bolstering its presence in Aotearoa, having separated from its Australian arm, with an independent editorial team in New Zealand.

Late last year, Vice marked its first anniversary with Sky television, a partnership that has seen the addition of a 24-hour programming scheme on Sky channel 13. It hosts entertaining shows like F*ck That’s Delicious and topical programmes such as Gaycation and Rise.

According to Taylor, Vice's newly acquainted fashion line encapsulates its media content, which strips things back and lets the content speak for itself.

“We're finding New Zealanders have a real affinity with the brand, which is free of decoration, artifice and veneer, so the merchandise-style collection reflects this by being relaxed and wearable."

Vice's new venture into the realm of New Zealand fashion is a move that Taylor deduces as a one-off collaboration, to branch a space it has not been involved in.

Taylor reiterates Viceland New Zealand has no plans to invest further in fashion at this stage, but is a relevant topic that features on its channel programming, for example, the show States of Undress.

This story originally appeared on StopPress.

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The Retail Hotlist: Blackbird Goods is 'Best provincial retailer'

  • News
  • August 15, 2018
  • Sarah Dunn
The Retail Hotlist: Blackbird Goods is 'Best provincial retailer'

Back in June, we celebrated retail's best and brightest with NZ Retail and The Register's first-ever awards: The Retail Hotlist. We've been sharing the stories behind the winners for a couple of months now. Read on for the last installment in the series: Blackbirds Goods of Napier, who won 'Best provincial retailer.'

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Cocavo expands 4,000 stores further into the US

  • News
  • August 14, 2018
  • Courtney Devereux
Cocavo expands 4,000 stores further into the US

Whangarei founded company Cocavo has recently extended into over 4,000 Walmart stores in the US. We spoke to CEO of Cocavo, Chris Nathan, about what it takes to roll out the humble New Zealand product further into international markets.

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The Retail Hotlist: 'Retail visionary' goes to GoodFor's James Denton

  • News
  • August 14, 2018
  • Sarah Dunn
The Retail Hotlist: 'Retail visionary' goes to GoodFor's James Denton

We've been sharing the stories behind each winner of our awards programme, The Retail Hotlist. We're nearly at the end of the list - but first, read how James Denton from packageless grocery start-up GoodFor was named 'Retail visionary'.

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Menulog introduces people's choice to online restaurant awards

  • News
  • August 13, 2018
Menulog introduces people's choice to online restaurant awards

Technology has aimed to add convenience to all parts of life, food delivery included. As our nation's love for dining out and ordering in has meant food delivery providers have had to keep up with increasing demand. Menulog, for example, has included a new people’s choice vote in its winter Restaurant Awards.

Read more
 
 

The Retail Hotlist: Cecilia Robinson is 'Most influential in retail'

  • News
  • August 13, 2018
  • Sarah Dunn
The Retail Hotlist: Cecilia Robinson is 'Most influential in retail'

The Retail Hotlist is The Register and NZ Retail's awards programme. Following the launch in June, we're now sharing the stories behind our winners. This time, Cecilia Robinson, winner of 'Most influential in retail', talks My Food Bag, future predictions and management.

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Vote and win: Vote for our cover in the People’s Choice awards

  • News
  • August 10, 2018
  • The Register team
Vote and win: Vote for our cover in the People’s Choice awards

The NZ Retail and The Register team is excited to announce that we’re one of 12 finalists to win the Magshop People’s Choice Awards for the best magazine cover of 2018. We need your help to get to the finish line, but your support won’t go unrewarded: there’s a prize pool for voters totalling more than $3,300.

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