We were just talking today – the husband and I – about how we’d been to the first Huffer fashion week show, back in 2006, in their workroom – and how now the brand has come full circle, holding a launch party in that very same basement for a rather grown-up sister to Huffer. At that first show, models walked on actual garment cutting tables, and a live back rocked loudly above. It was basically like a very cool party. By contrast, today’s launch was more refined; an art gallery opening rather a rock ‘n’ roll party.
You will of course know and love Huffer for its street wear clothing, but what do its devotees wear to go out in? What if they want to go to a wedding, or the aforementioned art gallery opening? They need a dress. Or a silky top. Or a jumpsuit with a sexy laced-up back.
The question of what to wear is in fact answered with the arrival of its new womenswear label, Aim. The new label was revealed today in an installation showcasing the print campaign imagery at Huffer Basement in Auckland with a live performance by Chelsea of Watercolours.
Steve Dunstan, picture below at the launch, says “We have so many loyal customers and friends that have grown up with the Huffer brand, some of us having out grown the main lifestyle range to a certain degree. We do street wear really well, but we felt it was time to add to this with a directional aesthetic of sophistication with a sense of elegance for women.”
Designer Aimee McFarlane says “We wanted to introduce a range of pieces that were a little more grown up and sophisticated but still totally wearable.”
The face of Aim is Australian model, Bambi. “Bambi was the perfect choice of girl to launch this collection with her effortless beauty” says Aimee McFarlane. “Her down-to-earth personality really resonates with the direction of Aim.”
Aim will be available from November at all Huffer flagship stores, hufferstore.com and selected retailers throughout New Zealand and Australia.
Photography by Kevin Robinson
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