In 1907 a Doctor in Massachusetts conducted a number of experiments on dying patients to determine the weight of the human soul. The Doctor found that the patient lost weight in the three hours leading up to their death as they lost moisture. At the exact point of their death the patient lost 21 grams, giving the human soul the weight of 21 grams.

Over 100 years later Andrew and Shaun have launched 21 Grams - The Soul Collection Company. 21 Grams is committed to making risky designs that others are too afraid to even dare too.

The focus is on cool, clever design, that works on more than one level. Bronz is recognised as a quality streetwear label using 100% cotton that's completely designed and made in New Zealand. It's very Eco friendly and worn with pride.

Since its inception in 1995, Doosh has garnered a steller reputation for the best and most compfortable fit in drill and denim, and captured the hearts of urbanwear lovers with its funky printed tees, high fashion tops and knits, sexy dresses and stylish shirts.

Winter 2010 - Satellite Spys

Winter 2010 sees Doosh embark on mankind’s greatest adventure - taking a giant leap into the final frontier with winter 2010, Satellite Spies. "I have always been fascinated by space," says Doosh designer Theresa Brady. “It is so far beyond anything we can imagine that we can’t conceive of the wonders it holds,” she says.

When Brady was designing this collection, the world was celebrating the 40th anniversary of the first moonwalk and the label had emerged from undergoing a remarkable evolution. “These factors combined inspired me to create a range that would take us into the next decade of the new millennium and beyond,” says Brady.

Tees and hoodies get patriotic by embedding maps of New Zealand in a fingerprint design that tells the history of the label or coloured lines that mimic seismic waves, while denim offers a guide for charting unknown territory by featuring the hemisphere specific Southern Cross constellation embroidered onto pockets.

While the colour palette is predominately night sky black; silver and copper highlight designs of vast galaxies and shooting stars, while dresses, shirts, cardigans and coats incorporate a full spectrum of celestial hues. Relaxed fit garments in merino, cotton and drill are paired with shiny, wet-look, easy-care acrylics and polyesters that feel out of this world. Shoot for the stars with Satellite Spies, and enjoy a celestial journey like no other.

THE STYLISH YET DISCREET MARK OF TODAY'S INTUITIVE MAN."

Elusiv designs and makes high quality clothing for today’s intuitive man. But Elusiv is more than clothes. It’s an attitude, inspired among the creative workshops of New Zealand - a unique place at the rugged edge of the southern hemisphere, far from the grip of commercial conformity and straightjacket of prescriptive thinking. As a look, Elusiv works on different levels. Decisive, strong and assuredly masculine, and at the same time, informed, considered and intriguing. A stylish, fresh yet subtle expression of inner confidence, and a look which altogether is as unpretentious as the men who wear it.

FEW is a clothing collective with it's roots in this little country in the South Pacific.

From right here in New Zealand, Few has captured the spirit of the kiwi culture amd transformed it by merging fashion with design in a brand spanking new range that has it's own story to tell.

The soul of Few lies in surfing, skating and boarding but it's less about the action and more about the snapshots of the people that share in the passion - their experiences, their language, their unique observations on the moment. Enjoy the moment!

Launched in 2003 by Mark Hurley, Fourfontaine is a New Zealand clothing label that specialises in streetwear, underwear and kidswear. “Fourfontaine is all about streetwear that offers the styling and quality of the high end boutique streetwear labels at an affordable price,” says Hurley. Today the label has 60 stockists throughout the country, offers a comprehensive online store, ships internationally and recently opened their own flagship store in Newmarket, Auckland.

Winter 2010 - Blame it on the Rain. 

As winter looms on the horizon, days of avoiding puddles, running for cover from spontaneous showers, searching for firewood that isn't soaked and constantly trying to get laundry dry, lie ahead of everyone.

“Winter weather is like life,” says FourFontaine director Mark Hurley. “Sometimes it’s good, sometimes it’s bad; there’s nothing much you can do about it but carry an umbrella,” he says.

This acceptance of the inevitable unpredictability of the season has inspired the label’s winter collection, Blame it on the Rain, and approaches it with tongue firmly in cheek. Styles are straightforward staples like tunic tops, jackets, hoodies and tees, paired with knitwear and a range of dresses for the girls and shirting options for the guys.

The colour palette features moody blacks, blues and grey punctuated with white, baby blue, orange and vibrant purple; while prints provides homage to the gloomy with tumultuous skies, wolves, crows, skulls, gothic style keys and axes, alongside butterflies, orchard fruit and fluffy clouds in blue skies to provide a cheerful reminder of the promise of spring and summer.

As is traditional for the label, there is also a selection of Kiwiana and branded prints. “There is something in this collection for anything winter can throw at you,” says Hurley. “Disclaimer: weather permitting.”

The Guy Harris brand was created in 2006 by graphic designer Gene Kirkpatrick.

Sick of paying big bucks for fashion t-shirts with lackluster designs, Gene wanted to bring it back to basics but with an edgy feel. His aim, to produce quality fashion tees uniquely different from the rest of the market.

Littleman

Littleman is the son of Elusiv, the best in boys designer clothing. Bringing the same designs from Elusiv menswear to Littleman boys clothes, your Son can wear the same clothes as his Dad.
Littleman is Elusiv boys clothing, with the same Tees and Shirt designs just on a smaller scale.

Moneyshot became famous in New Zealand for it's tongue-in-cheek prints that orginally adorned it's Tees. Now in it's ninth year producing a complete collection of stylish garments embodying underground street culture, playing an integral part in its constant regeneration.

Moneyshot works closely with the country's most ground-breaking artists to help define the brands unique identity and attitude. The more recent collections reveal inspiration from rock music to electro and grafiti culture, offering a wide range of garments that reflect the wearers personal style.

For hustlers, businessmen, false prophets and porn stars alike. It's not just a word, it's an idea, a purpose it's a modern day religion. ALL HAIL TO THE GOD OF THE DOLLAR SIGN ! !. It's more than the porn term for a cumshot, we have the crime angle, the entrepreneurial angle and the pro-sports angle. It connects the tycoon to the street hustler, the politician to the mob boss, the risk taker to the bankrupt. You will draw your own connection to the term based on the reality of your life. From bling to boxing to photography to contract killing,. "MONEYSHOT" is a term used by all.

If we open our eyes to our world we see moneyshot in action all around us. It represents our dreams , achievements and our failures. It is the occupying theme in the society in which we live. What is the purpose of a corporation or this brand for that matter if not to take a serious shot at money. The I.M.F, stick up kids, the W.T.O, G8, bird flu, viagra, Y2K, Enron, war for oil . . . . . the list endlessly goes on , . all can be said to be about the Moneyshot.

‘This is a brand that represents ITSELF, whatever Moneyshot means for you IS the meaning FOR YOU. So open your minds and your wallets and let moneyshot in.’

The Spy brand was created by the passion of a group of over-achieving athletes and enthusiasts seeking a new visual perspective on technical eyewear products. Spy's values are not bound by tradition, but based on the core ideals of young-at-heart pioneers, those whose need to express freedom and innovation are stronger than the rules and conventions of the day.

Spy Brand DNA melds an action sports heritage with an affection for fashion-forward styling. Constantly evolving the relationship between material, function and design. Spy DNA generates an obsession with progress. Spy finds itself at the intersection of retro-futuristic design and optical innovation, while at the same time expressing it's identity through the iconic minds, bodies and vision of the world's greatest athletes and artists.

After designing menswear label ELUSIV for 4 years, Nicola Reilly has used her strong knowledge of simplicity, quality, superior structure and subtle detailing to create her first women’s line, VISULE. Any body type will revel in the all-occasion pieces made from natural fibres such as cotton, silk and New Zealand made merino and modal. “I wanted my first women’s line to celebrate and compliment the female form while still allowing women to express their own unique style,” says Reilly. “So the garments are tailored designs that are a true reflection of their wearer,” she says. “Feel free to make them your own.”