A willingness to reinvent itself is the secret to the Kiwi streetwear brand Federation's longevity.
The brand is celebrating its 25th anniversary by ushering in a new era of design, innovation and family leadership.
Founded by Jenny Joblin in the early 2000s, it quickly established itself as a premium skatewear label.
Since then, it had weathered industry upheaval, international expansion, liquidation, reinvention and the rapid transformation of retail.
Joblin said reaching the milestone felt especially significant given the many challenges facing the New Zealand fashion industry.
"It's such a special moment to stop and celebrate everything we've built, but for us it's also about looking ahead,” explained Joblin.
“Federation has always evolved, and this anniversary is really about the next chapter."
Joblin attributed the brand's longevity to its willingness to continually reinvent itself.
"Fashion has changed enormously since we started, and so have we,” noted Joblin.
Federation has stayed true to its roots in premium denim, hoodies and tees, but the brand has naturally grown up alongside its customers.
Federation launched in 2001 with a vision of blending fashion with streetwear, calling it high skate.
The brand now describes its aesthetic as stylewear, a blend of elevated fashion and streetwear that reflects how its customers live and dress.
After debuting at New Zealand Fashion Week in 2004, the label was picked up in hundreds of boutiques across Europe, the US and Australia, but Joblin said its true value came from focusing closer to home.
Overseas opportunities were exciting but not sustainable. The brand did not even break even on overseas exports after factoring in logistics.
Rather than chasing global scale at any cost, Federation deliberately pivoted to strengthen its online business and serve local customers.
Nonetheless, the business went into voluntary liquidation in 2014. Liquidators sought purchasers, but Joblin chose to buy it back and rebuild it from the ground up.
Looking back, she said the experience ultimately reshaped both the company and her approach to business.
"When we stepped back, we realised just how iconic Federation had become to New Zealanders,” explained Joblin.
“People didn't want to see it disappear, and that gave us the confidence to rebuild it properly."
Her business partner and husband, Ben Dundas said those years changed how they define success.
They learned that sustainable growth was more important than chasing scale.
Twenty-five years later, Federation is evolving again.
Joblin's children Ryder, Monte, and Dusty, all 21 and under, were poised to take the reins.
They were already involved across creative design, product development and business operations.
"We've got multiple products that have come from the kids' ideas," said Joblin.
"They've grown up around the brand, and now they're genuinely excited to be part of it."
Federation now had a nationwide footprint, a flagship store in Takapuna and a thriving online business. The label has grown beyond clothing into a lifestyle brand, also encompassing premium leather goods, jewellery, fragrance and accessories.
It now had returning customers from 20 years ago, shopping alongside their children.
"When I look at Federation now, I don't see a brand that's reached 25 years. I see one that still has so much future,” concluded Joblin.
"We just want to keep doing cool things, doing what we love and doing it well."
