What does it mean to wear your identity? For us, it means carrying whakapapa on your sleeve, walking with confidence in who you are, and standing in your mana — every single day.

The Weight of Mana in Te Ao Māori

Mana isn’t just pride. It’s the embodiment of Te Ao Māori — confidence, representation, and the courage to be unapologetic. When you wear something that reflects who you are, you’re not just putting on a tee or a hoodie. You’re putting on history. You’re putting on resilience. You’re putting on a story that says, we’re still here.

From Shame to Strength

For too long, many of us grew up with an element of shame tied to being Māori. Not because we didn’t love our culture, but because the world around us made it hard to live it fully.

Growing up in Australia, away from the reo, the marae, and our people, it was easy to feel “not Māori enough.” Always proud — but never quite sure how to show it. It took years of unlearning, reconnecting, and owning our whakapapa to stand in that space with confidence.

Now, we want to encourage others to do the same. To find mana in fashion. To wear their identity, however they choose to express it.

Fashion as Storytelling

Our people were storytellers. We told stories through waiata, through carving, through whaikōrero. Today, fashion is another medium. Every slogan, every design, every collection is a continuation of that legacy.

Our Bloodline collection speaks to our whakapapa — the ties that cannot be broken. Our Still Here collection speaks to survival and resistance — the fact that despite everything, our people endure.

These clothes aren’t just clothes. They’re statements. They’re reminders. They’re invitations to stand tall in your identity.

Standing in Your Mana

There is no one way to do it. Whether it’s speaking te reo, rocking a tee that says “Still Here,” or simply choosing to carry yourself with pride — all of it matters. Every small or big contribution keeps Māori in the conversation.

Mana in fashion solves a problem: it closes the gap between identity and expression. It gives our people the tools to reclaim space, to represent, to remind the world — and ourselves — that we’re enough.

So, wear your whakapapa. Rep your resilience. Tell your story.
Shop our collections today and stand in your mana — unapologetically.