Kristin Leitch, Joe Walker and Maxine and Samara Wooldridge make up the family run label, Dmonic Intent.

“We all work together and live together and when you’re self employed your business never sleeps. We look and treat everything as an opportunity and fill in for each other wherever we can for the greater good of the crew,” said Maxine Wooldridge.

The likeminded family aims to make avant garde the norm with a label focusing on designers’ desires rather than trying to please the masses. Development, experimentation and innovation are paramount to DMONIC INTENT’s design philosophy that consists of individualism and New Zealand quality.

Designing for those who dare to stand out DMONIC INTENT are joining forces with consumers that do not intend on becoming just another superstar of mediocrity. For more information, email