MANAAKI INITIATIVES

Founded in 2022 by Kat Tua, MANAAKI is an emerging Aotearoa-based fashion brand committed to contributing to a more sustainable and responsible industry. Its approach to sustainability is grounded in Indigenous knowledge, led by Te Ao Māori — the Māori worldview — which values long-term thinking and deep relationships between people and the natural world.

As a growing brand, MANAAKI is constantly learning and evolving. With each season, the brand remains committed to making thoughtful choices that reflect its values and strives to be as responsible as possible in all aspects of its work.

Te Hapori (The Community)

Te Hapori represents everyone connected to MANAAKI — from its makers and suppliers to its customers, stockists, and supporters.

  • Indigenous Community – MANAAKI celebrates Māori art, storytelling, and culture. The brand is guided by Te Ao Māori, a holistic framework that honours the interconnectedness of all living and non-living things. MANAAKI is currently developing initiatives to strengthen relationships with Māori and Indigenous communities. Interested in partnering with MANAAKI? Email info@manaakitrading.com.

  •  Manufacturing – MANAAKI produces its collections in China, Turkey, and Portugal, and is committed to ethical practices. Though based in Aotearoa, the brand relies on internationally recognised certifications like BSCI and SEDEX/SMETA to ensure that its factories uphold ethical and environmental standards.

  • Modern Slavery Policy - As a small business, MANAAKI prioritises due diligence in its supply chain. The brand works only with partners who provide credible audits, pay fair wages, ensure safe working conditions, and meet international standards. MANAAKI is currently mapping its full supply chain for risk assessment, with a goal to complete this by the end of 2025.

  • Stockists – MANAAKI seeks to partner with stockists who share its commitment to sustainability and responsible practices — especially those who support circular fashion or resale initiatives.

  • Our Customer – Inspired by Manaakitanga — the Māori value of hospitality, kindness, and respect — MANAAKI strives to create meaningful and positive experiences for every customer. The brand operates in line with the New Zealand Consumer Guarantees Act and Fair Trading Act. For questions or feedback, email info@manaakitrading.com.

Te Kōrero (The Story)

Pūrākau (Māori storytelling) plays a central role in MANAAKI. The brand uses storytelling to honour whakapapa (genealogy), connect with heritage, and reflect the values of Te Ao Māori. These stories come to life in MANAAKI’s prints and knitwear.

MANAAKI’s Te Kōrero-led initiatives are:

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

Te Whenua (The Land)

MANAAKI means "to cherish and sustain for future generations"—a principle that guides every product the brand creates. With each design, it carefully considers Te Whenua (the land) and the impact its products have on the earth.

  • Fibre Compliance and Certifications – MANAAKI works with suppliers who meet globally recognised standards, including: 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. MANAAKI products that are certified are labelled in the products description.

  •  90% of MANAAKI product is made with natural fibres - Around 90% of MANAAKI pieces are made from 100% natural, plastic-free fibres or trims. While the brand sometimes uses small plastic components (e.g., zippers or buttons), its goal is to transition to a fully biodegradable collection as it grows.

  •  Responsible Denim – Each MANAAKI denim design requires specific treatments based on wash level, embellishments, and dyes. The brand works closely with its factories to ensure the most sustainable methods are used, focusing on reducing water use, energy consumption, and chemical impact. For denim made in Europe, MANAAKI requests an EIM score for each style. Factories are required to follow OEKO-TEX or REACH chemical standards, use recycled materials (like pumice and golf balls for stone washing), and recycle water where possible. From AW25, all MANAAKI denim will be made with at least 55% GOTS-certified organic cotton, with a goal of reaching 100% as the brand grows.

  • GOTS Certified Organic Cotton T-Shirts – All MANAAKI tees are made from 100% GOTS-certified organic cotton from SS25 collection onwards. Organic farming supports soil health, biodiversity, and avoids toxic chemicals.

  • Lyocell Shirting from Responsible Mills – Each season, MANAAKI produces camp collar shirts made from lyocell—a fibre prized for its sustainability. Lyocell is 100% biodegradable and compostable, and its production requires significantly less water than conventional cotton. Made from wood pulp, lyocell decomposes within a few months, in stark contrast to plastic-based materials, which can take up to a century to break down. MANAAKI partners with an environmentally conscious mill that specialises in lyocell and other sustainable fibres. These fibres are fully traceable to farm level, and the mill is committed to both environmental stewardship and social responsibility throughout its manufacturing processes. Products made with lyocell are labelled in the product descriptions.

  • Responsible Knitwear – MANAAKI sources yarn from mills certified to RWS and often blends with recycled fibres, such as nylon from discarded fishing nets. Certifications are labelled in product descriptions.

Disclaimer:

MANAAKI reserves the right to update or modify the information on its website at any time. Content is regularly reviewed to reflect the brand’s current position and practices.