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.
Sustainable Fashion Fabrics: Natural Fibres & Quality Clothing
At Laing, we select fabrics committed to quality and sustainability. Our focus is natural, eco-friendly fibres—wool, merino, cashmere, and linen—chosen for their exceptional properties and environmental benefits.
Why We Choose Natural Fibres:
Merino Wool & Wool
Superior temperature regulation keeps you warm in winter, cool in summer. Naturally breathable, odour-resistant, and biodegradable—perfect for trans-seasonal dressing.
Cashmere (Grade A)
Unparalleled softness and warmth from ethically sourced Grade A cashmere. Investment pieces that last for years.
Linen
Lightweight, breathable, and naturally sustainable—ideal for warm weather and year-round layering.
Our Approach to Synthetic Fibres
When used thoughtfully in hard-wearing garments like tailored trousers, durable synthetics extend garment lifespan and reduce replacement frequency—a more sustainable approach than frequent purchases. However, natural fibres remain our priority.
Designed in New Zealand, our garments combine considered design, exceptional comfort, and mindful fashion that aligns with sustainable principles.
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 fibres 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 - Premium New Zealand Fashion
Laing began in 2015 from a simple frustration: I couldn't find premium sleepwear that honored both comfort and style in New Zealand. What started as solving my own wardrobe gap has evolved into a complete ready-to-wear collection featuring luxury knitwear, trans-seasonal pieces, and timeless wardrobe essentials—but those founding principles remain.
Exceptional comfort, beautiful natural fabrics, and investment pieces designed to make you feel confident. From our signature Grade A cashmere to thoughtfully tailored silhouettes, we create sustainable fashion that transcends trends and seasons.
We're still asking the same question: how can we help women build a wardrobe that works? The journey from luxury sleepwear to sophisticated ready-to-wear taught us that true luxury isn't about being seen—it's about how something makes you feel when no one else is watching.
