Our Story

The Untoward is a small kiwi label, focusing on limited runs and one-off pieces. 

Creative Director, Genevieve, was tired of seeing the clothing industry run on the backs of severely underpaid and mistreated women, so with her own spin on it,  joined some of the incredible NZ labels working in the ethical clothing space.

With social responsibility comes environmental responsibility and these are the driving forces behind her design ethos. A balance of structure and fall, her pieces are a consideration of New Zealand and European influences. Each garment is designed with longevity in mind, something to return to, to feel at home in and to enjoy the luxury of for years to come.

Creating on a mainly made-to-order and limited run model, this has allowed The Untoward to eliminate unnecessary waste and make garments based on the needs of their clients. And we love that this makes our pieces more exclusive!

Genevieve is proud to work with a small group of exceptional craftspeople across Aotearoa.