MANAAKI INITIATIVES

Founded in 2022 by Kat Tua, as an emerging small business, MANAAKI recognises its role to contribute to a more sustainable and responsible fashion industry.  MANAAKI approaches sustainability by implementing Indigenous thinking, an approach specifically led by Te Ao Māori (The Māori worldview) which emphasises long-term perspectives and the relationship between humans and the natural world. 

Each season the brand is growing and there is still a lot to learn, in doing so MANAAKI aims to remain committed to making sustainable and responsible choices to be the most responsible brand it can be.

Te Hapori (The Community)

Te Hapori includes all who interact with the brand, from the supply chain and manufacturing; to our customers, stockists and followers.  The MANAAKI Hapori-led initiatives are:

  • Indigenous Community – MANAAKI is a celebration of Māori art, storytelling and culture and promotes the values of Te Ao Māori (The Māori Worldview), Te Ao Māori emphasises the interconnectedness of all living and non-living things and is a holistic framework that guides Māori practices, values and principles fostering a connection with the land, environment and its people. MANAAKI is in the process of implementing initiatives to connect with Māori and Indigenous hapori.  If you are interested in partnering with MANAAKI please email info@manaakitrading.com.

  •  Manufacturing – MANAAKI manufacturers globally in China, Turkey and Portugal.  MANAAKI is based in Aotearoa, being far away from the production process, MANAAKI relies on auditing to ensure the factories producing MANAAKI product are complying with ethical and environmental practice which protect workers. MANAAKI factories possess BSCI and SEDEX/SEMTA audits which are recognised and accredited internationally.

  • Modern Slavery Policy and Disclaimer - MANAAKI is a small business but strives to ensure the product it produces aligns with social practice and the organisations, supply chains and business networks it engages with practice due diligence and have policy and process in place to identify, prevent and mitigate worker exploitation. MANAAKI strives to work with individuals, businesses and organisations that treat workers fairly, pay a living wage within suitable working hours, provides a safe working environment with modern equipment and utilities, does not discriminate; and passes internationally recognised audits that protect workers rights.  Pre procurement processes are undertaken with suppliers and manufacturers such as requesting credible audits before MANAAKI proceeds with any trade partnership.   MANAAKI is in the process of mapping its supply chain for the purpose of risk assessment, MANAAKI is a start-up and has only one staff member, this process takes time to implement but it is on target to be completed by the end of 2025.

  • Stockists – MANAAKI seeks to partner with stockists who align with its value system, in particular, stockists who promote and stock sustainable product and have or encourage resell policy.

  • Our Customer – Manaakitanga is a Māori value which means to show hospitality, respect, kindness and reciprocity - this is the experience MANAAKI would like its customers to receive when buying MANAAKI product or engaging with the brand. MANAAKI follows the New Zealand Consumer Guarantees Act and Fair Trading Act in order to protect consumer rights. If you require more information, have questions about the MANAAKI processes and policies; or would like to comment on the statements made in this page; please feel free to email info@manaakitrading.com with your feedback.

Te Whenua (The Land)

MANAAKI when translated into English from Māori means to cherish and sustain for future generations, therefore when developing product, it is crucial to consider Te Whenua and the impact each product MANAAKI produces has on the earth.  The MANAAKI Te Whenua-led initiatives are:

  • Fibre Compliance and Certifications – Factories and suppliers will provide MANAAKI with certificates when using fabrics, trims and animal products which have the below accreditations to show the authenticity of a fabric.  The certificates are only issued from the suppliers if they meet the requirements of that certification.  MANAAKI products that are certified are labelled in the products description. MANAAKI regularly uses fibres and products that align with the below certifications and accreditations:

    GOTS - Global Organic Textile Standard, GRS - Global Recycled Standard, RCS - Recycled Claim Standard, RWS - Responsible Wool Standard, RAS - Responsible Alpaca Standard, RMS - Responsible Mohair Standard, LWG - Leather working group, REACH / OEKO-TEX

    The textile exchange are responsible for setting the standards for OCS, GRS, RWS – see the link for more detail on all standards: https://textileexchange.org/standards/certification/

  •  90% of MANAAKI product is made with natural fibres - In fact, most of the MANAAKI product is made from 100% natural, plastic free fibres or trims.  However, sometimes there are zippers or buttons that can contain traces of plastic which as a brand producing low units each season, is hard to avoid.  As MANAAKI grows, the aim is to move into an entirely biodegradable and sustainable product offering.

  •  Responsible Denim – Each denim design requires different treatments depending on the wash level, embellishments and dyes that are used.  MANAAKI is conscious when considering treatments for its denim and will always consult with the factory on the best, most sustainable outcomes which focus on water reduction, energy usage and chemical impact.  For denim made in Europe, MANAAKI will request an EIM score for each style.  Mandatory efforts in place ensure factories adhere to OEKO TEX or REACH chemical standards; use recycled pumice and golf balls when stone washing; and recycle a portion of the water where applicable. From AW25 onwards MANAAKI denim will be made with 55% GOTS certified organic cotton.  As the brand grows this percentage will rise to 100% GOTS certified cotton.

  • GOTS Certified Organic Cotton T-Shirts – MANAAKI short sleeve tees are made from 100% GOTS certified organic cotton. From AW25 onwards all jersey tees will be made from 100% GOTS certified organic cotton.  Organic cotton is grown without the use of toxic pesticides and synthetic fertilisers. Organic farming also prohibits the use of genetically engineered seeds with farming systems designed to replenish soils and biodiversity.

  • Lyocell Shirting from Responsible Mills – Every season MANAAKI produces camp collar shirts made from lyocell.  Lyocell is highly coveted because it's 100% biodegradable and compostable and uses far less water to produce than cotton.  Because it's made of wood, lyocell products would only take a couple of months to decompose, unlike plastic-based items that could take up to 100 years to biodegrade.  MANAAKI has partnered with an eco-focused mill producing lyocell and other sustainable fibres which are fully traceable to farm level and are committed to sustainable practice and environmental and social responsibility within their manufacturing process.  MANAAKI styles that are made with lyocell are labelled in the product description.

  • Responsible Knitwear – MANAAKI sources its yarns from a responsible mill committed to environmental protection and sustainable development.  Its yarns are certified to RWS (Responsible Wool Standards) and are often blended with other certified fibres such as recycled nylon made from discarded fishnets.  MANAAKI styles that have these certifications are labelled in the products description.

Te Kōrero (The Story)

Pūrāko or Māori storytelling is a vital part of Māori culture, its purpose is to pass on knowledge, history and cultural values through oral traditions to preserve whakapapa (genealogy and lineage), connect people to their history and the land, and foster a sense of identity. MANAAKI implements pūrāko in its designs every season, specifically in printed and knitwear styles but aims to take this a step further by implementing Te Reō Māori (Māori language) into the brands communication.

MANAAKI’s Te Kōrero-led initiatives are:

  • Implement Te Reo Māori (The Māori language) into its online communication by the end of 2025

Disclaimer:

MANAAKI reserves the right to change the information on its website at anytime. The information on this website is regularly updated to align with the brands current position.