Now in their tenth year of business, premium action sportswear brand ilabb is celebrating and are pleased to announce that the brand is in its strongest position yet. Founders Saunders and Seadon Baker worked ridiculous hours and often hunkered down in the office overnight. "We've had some gnarly years and learning curves but we are in good stead for the next decade," explained co-founder and creative director Matt Saunders. "We're steadily expanding into Australia, have just opened a new store in Queenstown and have a strong family of world-class athletes representing the brand - we feel like we've hit our stride and will make some big gains in this next chapter."
 "The company started in a recession so we learnt how to operate in lean times," recounts Saunders. The brand has grown tremendously since its humble beginning, now boasting 90 stockists throughout New Zealand and Australia, 250 SKUs, three retail stores and ambassadors from all around the globe from sports like drifting, freestyle skiing, motocross, and mountain biking. ilabb is proud to be one of the only top-to-toe label of their type, offering their customers everything from shoes to underwear to hats. "We're really excited with what we have achieved over the years, even though at times it hasn't felt like we've been making much progress at all. For us, our biggest achievement is the family of people that we work with: our ilabb team, fans and customers, suppliers and collab partners. It's wicked that we've found people who 'get' what we do and are willing to get on board with it. Our mantra has always been 'We're in this together' and that will never change."