We believe in creating garments that not only look beautiful, but also stand the test of time, both in style and quality.
- Our Ethos
- Our Fabrics
- Responsibility
- Our Story
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Our Ethos
Welcome to Laing - a place where considered design and timeless elegance come together effortlessly.
Laing is dedicated to sustainable, season-less design and production in small batches. Our garments are thoughtfully created to not only look beautiful but to endure—offering pieces that feel as good to wear as they do to keep in your wardrobe for years to come.
Small Batch Production
Every piece we create is a labour of love, crafted in limited runs of just 50-150 units per style per season. This approach ensures that each garment is unique and special, offering you something truly distinctive.
Our commitment to small batch production goes beyond exclusivity - it's about being a part of a more responsible fashion movement. By avoiding overproduction, we minimise waste and our impact on landfills, steering clear of our industry's tendency to flood the market for higher margins and end-of-season discounts.
When we do have styles or colours that don’t resonate as expected, they find a second life in our sale section, allowing more people to experience Laing’s high-quality pieces at accessible prices.
a home for every garment
We want every piece we produce to be cherished, which is why we donate our unsold items to two charities within New Zealand; Hospice New Zealand and the Royal Society for the Prevention of Cruelty to Animals Incorporated (RSPCA). These charities support causes close to our hearts. Hospice lets people focus on living, right to the end, by improving the quality of life for people and their families during a difficult time. The RSPCA is dedicated to preventing animal cruelty, rescuing and rehabilitating abused or neglected animals, and advocating for their welfare and protection.
Quality Fabrics
At Laing, we are selective about the fabrics we use, ensuring they meet the practical needs of each garment while remaining true to our sustainability goals.
While polyester has an environmental impact during the production and disposal process, when used sparingly and thoughtfully, we believe it can have a place in a more sustainable fashion landscape. Its durability means hard-wearing garments like work pants will last longer, reducing the need for frequent replacements, and its easy-care properties lower the environmental costs associated with dry cleaning. The key is certainly adopting balance - we use polyester strategically in garments where its resilience adds value, like workwear or outerwear, while prioritising natural or eco-friendly fibres for other pieces.
We also champion natural fibres like wool, merino, cashmere, and linen for their exceptional qualities - each offering unique benefits that combine practicality with timeless appeal. Wool and merino excel at temperature regulation, keeping you warm in winter and cool in summer, while being naturally breathable and odour-resistant. Cashmere, with its unparalleled softness and warmth, adds a layer of everyday luxury across the seasons, and linen’s lightweight, airy feel is perfect for warmer weather.
Our recent introduction of recycled cashmere is a step toward reducing waste without compromising on quality. By blending sustainability with the unmatched comfort of natural fibres, we aim to create garments that not only feel incredible to wear but also align with a more thoughtful approach to fashions
environmental commitment
We strive to make environmentally conscious decisions at every step. Our biodegradable product bags and shippers, along with recycled and recyclable cardboard e-commerce packaging, are part of our journey toward sustainability. We prioritise sea freight over air freight to reduce our carbon footprint. Additionally, we have introduced recycled cashmere in select garments and incorporated natural fibers like linen where they best suit the garment's purpose, furthering our commitment to sustainable and responsible sourcing.
While we recognise the complexities of environmental claims, we are committed to continuous improvement and transparency in our practices - keeping you informed so that you can make the best decision that aligns with your personal values.
Our mission is clear: to create beautiful, enduring fashion that respects both you, our customers, and our planet. Join us in redefining what it means to wear and care for your clothing.
OUR STORY
Established in 2015 by Anna Murray, Laing was born out of an exhaustive search for premium sleep and loungewear that didn’t compromise on style. Today, while the collection has expanded into ready-to-wear, the same principles of comfort and exceptional fabrics remain at its core.
Today, Laing is recognised for its understated sophistication and commitment to sustainability. With every new design, Anna upholds Laing’s mission: to bring luxury and longevity into everyday wear, inviting customers to invest in garments they’ll cherish for years to come.
