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 carefully select fabrics that meet our commitment to both quality and sustainability. While polyester has an environmental impact, 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. Our focus remains on natural, eco-friendly fibres like wool, merino, cashmere, and linen, known for their unique qualities. Wool and merino offer superior temperature regulation, keeping you warm in winter and cool in summer, while being naturally breathable and odour-resistant. Cashmere provides unparalleled softness and warmth, adding a layer of luxury to your wardrobe, and linen offers a lightweight feel ideal for warmer months. We’ve also introduced recycled cashmere, a step towards reducing waste without sacrificing quality. Designed in New Zealand, our garments combine considered design, exceptional comfort, and a mindful approach to 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 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
Founded in 2015 by Anna Murray, Laing is a New Zealand fashion brand recognised for creating classic, enduring clothing that blends comfort, luxury, and longevity. From a range of premium sleep and loungewear with considered style, it has evolved into a ready-to-wear collection known for its timeless silhouettes, exceptional fabrics, and quiet sophistication.
Designed in New Zealand, Laing garments are made to outlive seasonal trends. We want each piece to reflect our commitment to sustainability and craftsmanship, encouraging conscious investment in clothing that will be worn and loved for years. From sleepwear to wardrobe essentials, Laing delivers thoughtful fashion for modern living.
