The Rebirth of Max

New Zealand womenswear brand Max is becoming the sister brand to the menswear company Barkers. Shifting to a new business model that is more responsible and focuses on moving away from synthetic fabrics and towards more natural and sustainable materials. This new change comes with a whole new range of clothing, including a revamp of the main line that focuses on relaxed, timeless silhouettes made with organic cotton, linen and other natural materials.

The range also includes a curated collection of new lifestyle products. Max has partnered up with local artisans, Jasmine Sparrow and Love Winter, ceramics by Claybird Ceramics, Country Kitchen, Storm and India and Otto Loom. With products like handmade jewellery, ceramics, towels and loose-leaf teas, there is something for everyone with this exciting diverse range. “At the core of our vision we wanted to create a premium lifestyle brand for the modern woman,” explained general manager Rochelle MacDonald. “Max is in a unique position to best understand the nuances of the New Zealand woman. This extends put beyond our own products to collections we have been working on with local artisans. We love the idea of working collaboratively to help grow New Zealand businesses.

Collaborating with other businesses just in time for Summer, the new multi-brand has improved the shopping experience to how the modern woman wants to shop. “Today’s customer likes to cross-shop across multiple brands. She wants to be inspired, to dwell and discover. She wants garments that are made to last and to know what she’s wearing is sustainably and ethically made.”

Along with these fashion changes, Max is also revamping their stores with remodelled changing rooms and new personal styling service. This relaunch is a huge step up for Max and with new stores opening in Westfield Newmarket and in Milford, Max will once again be the go-to fashion stop for Kiwi women. “We know this is what Max customers want, they’ve been telling us for a long time. They want Max to be cool again.”