Not all garments are created equal.
This is especially true when you think of where the state of fashion is currently at: with trends coming and going at a much more rapid, inexhaustible pace and collection releases increasing from the usual 4 seasons to 52 “micro-seasons” in a year. So choosing to be mindful and prioritizing quality, longevity, and timelessness in your wardrobe can be deemed revolutionary.
With a wide-ranging experience in the New Zealand fashion scene and on a mission to shift the focus to slow, deliberate, and mindful fashion, Des Rusk founded Longform. The primary material that Longform works with is merino wool, which they ethically source from ZQ standard farms and they craft into beautifully designed garments that fit you and your lifestyle effortlessly.
Longform’s commitment to sustainability, design, and quality goes beyond the constraints of a garment. It also extends to their sustainable packaging suite—which they partner with noissue for—creating a beautiful experience from unboxing to finally wearing the garment. Read on to learn more about Longform!
Tell us a bit about your brand!
Longform is a lifestyle brand that champions merino wool. I’ve worked with merino for many years and I wanted to create a brand that blends its amazing natural properties with a fashion forward aesthetic. We create high quality staples that are designed for every day, whatever that entails.
Tell us about your packaging, how you’re using it, and the importance of it for your brand.
Our packaging is such a vital piece of the brand’s voice, it’s the first touch point for every one of our customers who we’re lucky to have, so getting it right was crucial.
Our brand DNA is to be considered, crafted, and made to last and it was important that these values were carried out in our packaging. It brings joy when packing every order.
What made noissue a good fit for your packaging?
I’ve loved noissue’s work for some time, both from an aesthetic point of view and because of their commitment to producing their products in a way that’s as gentle on the planet as possible.
Their product range and service is exceptional and their brand values made it a natural fit for Longform. I’ve also known Auge (noissue’s co-founder) for a long time who is a good man, so that helps.
Where are you finding inspiration for Longform and in life at the moment?
It’s recently turned spring in NZ so the new life, longer days, and future thoughts of sand and warm water are providing a lot of life inspiration.
The changing colours of the Northern Hemisphere fall is also helping to shape some colour inspiration for upcoming new styles, and seeing our customers react in such a positive way to our product is providing a lot of inspiration to keep building.
Longform’s featured products: