Anyone who’s shopped in Australia will know and love Seed, whether for womenswear, or for children’s and teens, and will be excited to hear that the popular brand has just opened its doors in New Zealand for the first time, up on Ponsonby Road. SEED Heritage has the large corner store at 100 Ponsonby Road where the massive video store was (Netflix killed the video star) and is divided up inside into areas for women, a newborn baby room, a girl’s wear and boy’s wear for ages 1 – 10, and the difficult-to-buy-for tweens and teens. The teenwear is so nice, you would wear it yourself and will definitely fill a niche in the market here.
Prices are between Max and Country Road I’d say; about $99 for cotton drawstring trousers, $45 for fashion tee-shirts, $70 for wool felt fedoras, $70 for lace-up shoes, $35 for costume jewellery. For children, prices are $35 for two pairs of cotton leggings, up to $70 for (non-leather) shoes, and $50 for boys jeans.
I went into SEED Heritage on the VIP opening night for a glass of bubbles to check out the new store, and headed back in today adn got a light grey wool felt hat which I adore and am wearing already.
Here are my images of their current AW15 lookbook of some looks that sum up SEED Heritage woman and childrenswear. They don’t do a lot of colour or prints; it’s more of a classic with a twist neutral sort of aesthetic.
Megan Robinson
2nd April 2015
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