Designs on Uptown
From established houses to production studios, Uptown's fashion scene is having a moment. We caught up with the designers and makers who call the neighbourhood home.
DEADLY PONIES
The cult brand Deadly Ponies, known for its craftsmanship and quality leather accessories, has had its HQ in Uptown for the past 12 years.
What's new in the world of DP?
We're finalising our new Resort collection, which launches at the end of October, and we've also got a sneaker collaboration coming out later this year. Footwear is still a relatively new part of the business for us, but it's accelerating fast – there's a real hunger out there for quality craftsmanship and design-led footwear. It's a huge honour to have received the FQ Fashion Awards 2026 Footwear Designer of the Year Award, and it gives us confidence to keep pushing further into this market.
What was the inspiration for the DP Spring/Summer 2026 collection?
It started with a desire for things to feel a little lighter and more playful. There's a real mix of colour and texture through the collection; high-gloss leathers, suede and softer neutrals – alongside new shapes and some familiar silhouettes we've reworked. We wanted it to feel fresh and optimistic.
GEORGIA JAY
Georgia Jay has been based in Uptown for around 10 years. The handbag designer/maker moved into their current studio and store upstairs at Gemmell’s on Symonds Street at the end of 2019. It’s where they design, manufacture and welcome customers into the showroom.
What’s new in the world of Georgia Jay?
We’ve just come out of New Zealand Fashion Week, where we jumped in at the last minute to work with emerging designer Makaira Lee on her BY KAI runway show. We developed a collection of pieces in response to Kai’s garments as they came to life and her wider vision for the show, creating a really natural creative exchange between our two brands.
What was the inspiration for your Spring/Summer 2026 collection?
We don’t really work within traditional seasonal collections, instead releasing throughout the year when we feel we’ve fully resolved something new or found a colour or material that feels like a meaningful addition.
For spring, we’ve been drawn to a fresh but grounded palette – classic sand suedes, olive tones, deep reds and fresh browns, punctuated by a few unexpected pops of colour. The edit builds on our existing design language through new proportions, sizes and material combinations, alongside a handful of entirely new styles.
What’s next?
Last year we introduced the Ovo Pouch, which has become hugely coveted and felt like a really beautiful next step for the brand. We’re currently developing a larger iteration inspired by the original, which feels like a natural evolution of the piece.
You can find Georgia Jay at:
Address: 191b Symonds St, Eden Terrace
Website:
Instagram:
AVENUES CLOTHING
A boutique garment sample/production company specialising in high-end womenswear and located in Edwin St, Avenues Clothing are the makers for many high profile New Zealand designer brands.
Who do you work with?
We work with Juliette Hogan, twenty-seven names, Mahsa, Rory William Docherty, Kilt, Skrimshand, Maggie Marilyn and Atér to name a few.
What’s new in the world of Avenues Clothing?
It’s the creative designers that are coming to us from around Aotearoa. For example, we’re working with North/South Island farmers, one in particular is Atér, who grow wool and turn their wool into garments, made by us.
What are the most popular colours and fabrics being used by designers for SS26? Can you see any trends or patterns?
Sleeveless cloth gowns with high-waisted belts to accentuate the waist. Long-sleeve shirts with large bows or pussycat bows and ruched collars and cuffs. Tailored/bespoke garments for a structured individual look. Full circle skirts for draped volume circa ‘50s-ish. Draping is on point right now.
What do you do at Avenues Clothing?
We offer expertise in sampling, production and tailoring. We take the process from toile sampling, cut by local cutters, through to production and finishing – including buttons, buttonholing and pressing – ready for the boutique floor.
6/19 Edwin Street, Mount Eden
JANE DANIELS
Jane Daniels’ label celebrates 40 years this year and she’s worked 27 of those from her Newton Road design studio.
What’s happening at Jane Daniels right now?
We’re visiting the fabric fairs in Europe and then going on to Sicily which is the inspiration for my Spring/Summer 26/27 collection which is based on a Sicily holiday. It’s about it being at the crossroads of the Mediterranean – the Phoenicians, Egyptians, Greeks, Normans, Arabs, Spanish and Italians – and I get a lot of inspiration from the architecture.
Where is Jane Daniels made?
Everything is made here in New Zealand from European fabrics and buttons from Paris. If it ever came to the point where I had to start looking at making overseas, I would stop what I’m doing.
What’s one garment you’re still making after all these years that your customers won’t let you stop making?
The Amanyara singlet dress that curves up the front a little. It’s our wash and go travel piece and I live in it when I travel because it’s just so easy to wash at night and it’s ready to go the next day without needing to iron it. We’ve been running it for years and often do variants on it, sometimes with sleeves, and new colours.
