Endemic Threads

About us
Emma, raised in Copenhagen by a Kiwi father and Danish mother, rediscovered her New Zealand roots in 2019, working for a family friend's nature cruise in Akaroa. With a design and illustration background, she found her artistic inspiration in New Zealand's nature, leading to the opening of a wall art boutique in central Akaroa.

Alex grew up in Opotiki and Christchurch, and spent his teen years in Akaroa. After studying ecology at the University of Canterbury, he joined the Pest Free team on Banks Peninsula. However, in 2024, he shifted his focus to his growing side hustle. As a musician, he ventured into leather crafting, specializing in making guitar straps...

How it began - from guitar straps to t-shirts
Six months into founding AtmosNZ, Alex was succeeding in selling guitar straps online and in music stores nationwide, that was when he conceived the idea of creating limited special edition straps embroidered with New Zealand wildlife, that would support local conservation.

Emma illustrated a kea, fantail, and werewere-kōkako for Alex's guitar straps, which a small family business in Christchurch embroidered. Impressed by the result, they tried the same designs on t-shirts which turned out selling more than anticipated in Emma's Akaroa boutique during late summer.

Customers appreciated the shirt quality, colours, and wildlife motifs, especially knowing that the sales supported local conservation. Emma & Alex see this as a testament to a growing trend of conscious consumerism, valuing quality, uniqueness, and supporting local businesses.

Online store launched may 2024!
It is all new to us, and our journey has just begun. We don't know what to expect from our new online store, but we believe that Endemic Threads is aligning with mindful shoppers and nature enthusiasts out there!

Feel free to contact us anytime here:
alex@endemicthreads.co.nz

~ Read more about the trusts we support HERE.

~ Read more about our suppliers & their sustainability & social responsibilities HERE.