Every decision begins with intention.
When we started designing our first collection, we knew we wanted a fabric that reflected our values: comfort, performance, versatility, and a lighter impact on the planet. After exploring a range of options available within New Zealand, we chose Cupro for our inaugural Drifter Collection.
What is Cupro?
Cupro is a luxurious regenerated cellulose fibre created from cotton linter, a by-product of the cotton industry that would otherwise go to waste. The result is a fabric that feels incredibly soft against the skin, drapes beautifully, and offers exceptional breathability.
Often described as a more sustainable alternative to traditional silk, Cupro combines performance and comfort while giving new life to existing materials.
For us, it offered the perfect balance between function and feel. Whether you're moving through a Pilates session, travelling, heading to the beach, or simply slowing down, Cupro moves with you.
Why We Chose to Manufacture in New Zealand
For our first production run, we made the conscious decision to manufacture locally in New Zealand.
As a young brand, producing close to home allowed us to work directly with skilled makers, maintain quality control, and support local manufacturing expertise. It also gave us the opportunity to test our designs, refine our fit, and ensure every piece met our standards before scaling production.
Building locally has been an important part of our journey and has allowed us to stay connected to every step of the process.
Our Commitment to Reducing Waste
From the beginning, we wanted the Drifter Collection to be more than just clothing.
We have worked closely with our manufacturing partners to minimise waste throughout the production process and move towards a zero-waste approach wherever possible. While achieving true zero waste in fashion is incredibly challenging, we believe every step matters.
By producing in smaller quantities, manufacturing locally, and carefully planning our fabric usage, we have aimed to reduce unnecessary waste and overproduction from day one.
As we grow, we will continue exploring ways to repurpose fabric offcuts, improve production efficiencies, reduce packaging waste, and design products with longevity in mind.
Sustainability isn't a marketing term. It's an ongoing commitment to making better decisions with every collection.
Looking Ahead: Our Commitment to Natural Fibres
While we're incredibly proud of our first collection, we're equally excited about where we're heading.
As Wild Coast grows, our long-term vision is to transition towards hemp-based fabrics and other natural, regenerative materials wherever possible.
Hemp is one of the most sustainable fibres available today. It requires significantly less water than conventional cotton, grows quickly, improves soil health, and produces a durable fabric designed to last.
We believe the future of apparel lies in materials that work with nature rather than against it.
Why We Will Manufacture Future Collections Overseas
As we continue to grow, we anticipate moving future production to carefully selected manufacturing partners in China.
This decision is driven by two key factors:
Access to specialised fabrics. Many of the innovative natural and performance textiles we intend to use, including hemp blends and advanced sustainable fabrics, are more readily available through established global supply chains.
Greater sustainability opportunities. Working with internationally recognised manufacturing partners gives us access to facilities with advanced environmental standards, traceability systems, and certifications that support our long-term sustainability goals as we work towards becoming a B Corp certified business.
Our intention is not simply to manufacture at scale. Our intention is to manufacture responsibly.
Progress Over Perfection
We don't believe sustainability is about being perfect from day one.
It's about making the best decisions available to us at each stage of growth, remaining transparent with our community, and continually improving.
The Drifter Collection represents the first chapter of that journey.
Designed in Aotearoa. Made in New Zealand. Created with intention. Produced in limited quantities. Inspired by the connection between land, sea, and movement.
As we grow, we'll continue evolving our materials, manufacturing, and impact, always guided by the same principle:
Leave the coast better than we found it.