What Is Wellington Style? 10 Designers & Fashion Figures On How The Capital Is Dressing Right Now

Te Whanganui-a-Tara is a place of many preferences. Madeleine Crutchley talks to designers and fashion figures in the capital to see what they notice about the ways Wellingtonians dress.

It is the capital of our country. Is there a case for it to be our fashion capital too?

Leading labels have found their feet in Wellington: Yu Mei, Kowtow and Twenty Seven Names continue to exert their influence. Designers working on their eponymous labels like James Bush, Adrienne Whitewood and Julia Palm deliver distinct points of view.

Boutiques like Underlena, Sully’s, Good As Gold, Bizarre Bazaar and Coffee Outdoors offer curations for highly specific interests.

Collective efforts to platform emerging talents are consistent too: in November, Julia Palm welcomed small-run designers to Slug Pop Up, the annual exhibition and retail space that takes residence on Cuba St, which designers like Nancy Ruck say are critical for the local fashion scene.

“Wellington is still quite a small city and there are so few places able to platform local and emerging designers and keep their heads above water,” Ruck says.

“But at the same time there is such a strong community of people who actively want to wear the kind of work which comes from more experimental and alternative fashion practices, and I reckon you can attribute a lot of that to Slug.”

Fans of Dobson’s vibrant and influential work, attended a major closing sale at 30 Cuba St over the weekend. Any pieces left over are set to be listed online. Orders will still be fulfilled until February, and beyond that, caps, tees and socks will continue to be sold. You can also see designs by Dobson at Te Papa and The Dowse.

Precincts in Wellington, though distinct, overlap. A 20-minute walk across the city rewards with many different sights.

Public servants, film-makers, students, lawyers, port workers, business and finance professionals, tourist advisers, historians and archivists, tradies and more mingle in the compact inner-city. This mix means you’ll spot sharp-shouldered suits, tumbles of opshop textiles and contrasting colours within 50 metres of each other.

A common thread? People clinging to their garments in defiance of wild winds.

So, after a turbulent year in Te Whanganui-a-Tara, how are Wellingtonians dressing in their daily lives? Designers and fashion figures consider the street styles they have seen in the capital and highlight the influences that have the most sway.

Julia Palm is the designer behind JPalm and founder of Slug Pop Up – Palm is encouraged by intentional dressing and the love for local makers.

“Wellington doesn’t dress for trends; it dresses for real life. Clothes here need to work – hold their shape in the wind, layer easily, feel good on the body – and people still take creative risks. Style in the city is understated, functional, and quietly bold in silhouette and texture.

“The weather forces Wellington to think creatively – this is the windiest city in the world, so layers, weight, and tactility matter. But then you get one of those classic ‘can’t beat Wellington on a good day’ moments and suddenly everyone’s in minis, silk tops, and sunglasses like they’re on holiday. The unpredictability keeps things interesting; people have to dress with intention.

“There’s also a strong culture of supporting independent makers. At JPalm’s Slug Pop Up, we see young designers like Rhoda Nunn and Laurence Sabrine being worn with pride by a really engaged community of stylish women in their 20s.

“Then there’s a whole cohort of incredible 35+ women – architects, academics, curators – who know exactly who they are and take risks with shape, texture, and layering, wearing brands like Jimmy D, Nom*D, Millar Boddington, Jing Hé – and JPalm, of course.

“They’re shopping year-round at local favourites like Sully’s, Bizarre Bizarre, Hunters & Collectors, Coffee Outdoors, Underlena, and That Was Then, This Is Now. They’re playful, loyal to small businesses, and know how to make a garment work for them rather than the other way around.

“Wellington style is, at every level, a love of craft, individuality, and clothes made by real people – which is exactly why JPALM thrives here.”

Massey fashion graduate Nancy Ruck, who plays with technical textiles (with sweet rain hoods you will be coveting next winter) is a firm follower of MetService’s instructions.

“I am ultimately a Wellington defender at heart, and one of the things I appreciate about the people here is how willing they are to back a good cause and I think now you can literally see the city’s values represented in its street style. You can head down to Ghuznee St any day of the week and see that people know how to support the arts and support local, because that’s what they’re wearing.

“I believe there is only one reliable fashion news source in Wellington, and that source is the MetService Weather app [their little section, which tells you how many layers of clothing to leave the house in, is beautiful to me].

“I know I’m falling into the trap a bit by bringing it back to a place of Wellington weather, but preparedness really is an essential part of how people think about dressing here, which actually makes for an interesting challenge for those with a distinct sense of style. You definitely see some really cool approaches to winter layering and wet-weather gear that go way beyond gorpcore.

“My friend Kristen [who runs the iconic swimwear label Astroprincess] is the queen of this. She has these insane massive furry boots and jackets, which she’ll hand paint or patch onto. I made her a custom devil-horned rain hood this winter just to be a part of her magic.”

Kowtow’s managing director Emma Wallace considers how creativity wrestles with austerity.

“Wellington has always had a distinctive, creative street style. Despite the economic mood, people aren’t dialling things down – there’s a real shift toward dressing with attitude, individuality and creativity. On my walk to work each day, I notice unexpected pairings, eclectic looks and a confident attitude that feels uniquely Wellington. The city champions personal style and originality in a way that echoes the energy of bigger cultural hubs like Melbourne and London.

“People are layering in really interesting ways – mixing old and new, making pieces from scratch, repairing and adding their own craft to clothing. We love vintage in this city, not only for the sustainable credentials but for its individuality. Pieces are recreated into new shapes and worn like an art expression. I love that our climate allows us to layer clothing, to wear more, not less.

“Kowtow is all about ease, comfort and a sense of playfulness. Our clothing adapts to the changes in the weather and what you need to do in your day. I still get a buzz seeing Kowtow worn around town and love that it is the everyday staple in the capital’s wardrobe that we designed it to be.”

Yu Mei founder Jessie Wong notes those making a mark in luxury.

“Wellingtonians are investing in pieces that feel good to wear and are made to last – luxe knitwear, beautifully cut shirts, and that slightly off-beat designer mix you see here.

“I’m loving Flowers, Entire Studios, Olivia Cashmore and Phoebe Philo pieces, and wearing jewellery by artists Karl Fritsch and Lisa Walker, known for their inventive work with gold, pearls, and unexpected forms. From our vantage point at Yu Mei, we’re seeing the new Utility Braidy everywhere. Wellingtonians have a way of personalising their look without shouting about it; well-made pieces do the heavy lifting.”

Twenty Seven Names co-founder Anjali Burnett has seen vibrancy in the capital since childhood.

“[Wellington style is] same as it ever was; eclectic, windswept, individual, high-key vintage, with merch.

They say Wellingtonians do love to talk about the weather, unfortunately I suffer from this very affliction, and dress to the MetService advice most days. [Notable exception: when I found myself on the touch sidelines in gale force wind and rain wearing a sleeveless silk cami, and a mini – I hadn’t checked!] You have to dress to the weather – so that lends sartorial choices which are more practically minded. There is also a sweet ‘do your own thing’ vibe in Wellington.

“[Twenty Seven Names is] all about self-expression, which makes for great people watching. We hope to provide joyful, comfortable, and expressive options which can sit alongside your vintage finds. Rachel and I met at primary school in Karori, and since we were 12 our shared love for fashion has come from wandering this city’s streets, the shops, the galleries, and the beaches. Wellington has always informed our brand’s spirit and aesthetic.”

Emerging designer Millar Boddington notes algorithmic influence.

“One thing I’ve noticed is how there is quite a variety in jeans as of late. Some really baggy jeans with heel bite from dragging on the ground, low rise skinny jeans and barrel or balloon jeans. It seems like the Gen Z crowd cover all the bases, whereas the people who participated in the Slimane-era the first time are generally steering clear of any narrow silhouettes. It will be interesting to see whether Jorts continue to thrive this summer.

“The influence TikTok has on how younger people dress is pretty apparent, with bag charms being a prime example. I like seeing kids with mall goth or emo vibes, given how derided those styles once were.

“I don’t think black will ever lose its dominance over Wellington street style. It’s too interlinked with subculture and corporate culture and our local fashion history. I’m certainly not complaining.”

Decoy designer Sophia Smolenski sees locals safeguard themselves for the outdoors.

“I think street style in Pōneke is very relaxed and playful, with lots of genre and style mixing going on. There’s also a strong appreciation for local designers. Overall, there’s this sort of naturally emerging mix of chic/bogan/goth that you see around the city.

“I think that living in Te Whanganui-a-Tara means you really have to layer up your armour to shield yourself against the elements before you even leave the house. The pieces you wear to perform this function naturally become your core wardrobe and, in many ways, shape how you express your style day to day.

“This awareness of the need for function is central to the scarves I make for Decoy. They have to be truly warm, and soft enough that you actually enjoy wearing them wrapped around your head and neck all day. This is also why Decoy scarves are longer and wider than usual – because although they’re very cool and literally an artwork you can wear, they’re also there to genuinely keep you warm.”

The creator of handknitted accessories for an eponymous label, Bonnie Wroe sees simplicity and thrifty attitudes as a mainstay of street style.

“I feel like Wellington is a place that allows people to express themselves in a way they may not be able to in other cities. This results in a LOT of different vibes, but in my circle in particular, I’ve noticed a move away from fussiness. Business casual is cringe, and notoriously windy weather means we just want to be comfy. A pair of loose, worn in jeans with a well-cut cotton T-shirt or shirt hanging loose feels like the current uniform, accented with jewellery and Tabi’s.

“A preference for block colours over busy prints, sweaters rather than blazers. It may sound boring but you can just tell when someone’s fit is effortlessly cool, rather than accidental or forced.

“We are super lucky to have cool small businesses like Coffee Outdoors, Sully’s and Underlena that curate the best independent local and international brands [Brooke Callahan, Kye Intimates, District Vision] alongside high-end boutiques like Workshop that bring in the big guns [eg Lemaire].

“The amount of opshops in Wellington is also pretty great – I’ve scored many pairs of vintage Levi’s for under $10 that I wear nearly every day [sorry to brag]. Pairing thrifted pieces with designer is something Wellingtonians are expert at.”

A regular of Wellington’s windy coastlines, Cold Wave’s Ted Whitaker sees the influence of the elements.

“With an interest in technical wear, I see some incredible looks around the city that embrace dark urban utility fashion that is both highly practical in horizontal rain, yet looks sculptural and fierce. People wearing dark and sharp silhouettes that transcend shitty weather. It’s a subtle contribution and a subversion of the otherwise classic outdoorsy vibe around Wellington. Overall I would describe Wellington street style right now as self-aware and quietly smug.

“Some of the influences of what people wear exist as a starting point. Primarily, the shielding of the elements and embracing fashion as a defence, whether it’s with Gore-Tex, boots or other metal adornments and accessories.

“My interests with Cold Wave bounce off this idea that style can exchange with the hostility of the Wellington surf environment. This extreme coastline collides with the city abruptly, usually with a hit of jet fuel fragrance at Lyall Bay.”

Bizarre Bazaar founder Jess Scott says a resourcefulness informs dressing in the capital.

“Diverse and eclectic. The meme about Wellingtonians dressing like they raided a lost property box isn’t entirely untrue [but, in the best way possible!].

“I was in New York a couple of months ago and was genuinely floored by how mundane 99.9% of the street style was – considering the access people there have to quite literally anything their hearts desire. I think being able to buy an entire outfit from Amazon and have it delivered the same day is a real killer of creativity, and perhaps people here dress in such an interesting way because it isn’t easy to find what you want in stores, so we’re having to make do with what we can thrift, alter, make ourselves or buy from Bizarre Bazaar.

“[Other influences include] niche internet micro-celebrities and whatever treasures are uncovered at the thrifts or on Facebook Marketplace. ”

From scents of the city to locally-led guides.