Masami Clothing

In an era where new clothing is produced at a terrifying rate, thoughtful one-off garments are at risk of becoming a dying breed. Thankfully, there are local designers like Julie Puddick, the hands behind Gisborne's MASAMI Clothing, saving our wardrobes from becoming dull carbon copies of one another.

Julie studied fashion and completed her apprenticeship in the early 80s, going on to form her first label, Rubies Design, which was stocked at The Aviary collective in Gisborne. She established MASAMI Clothing in 2016, naming it after the Japanese word for ‘gracious or considerate beauty’ – a suitable fit for her timeless creations that exude an effortless elegance. MASAMI pieces aren’t tied to seasons or short-lived trends, and many early designs are still loved and highly requested today. Talk about an investment.

We were lucky enough to visit Julie (impeccably dressed in a self-made outfit) at her workroom, a spacious upstairs studio along Gisborne’s Bright Street. With lofty ceilings to capture high-flying ideas and long street-facing windows featuring stained glass detailing that invite the sunshine to dance about the room, inspiration is infectious here. Endless bolts of fabric, from pure cotton and canvas to luscious silk and shearling, are stacked upon one another, a collection of deadstock and sustainable materials sourced from a mix of secondhand retailers, fabric specialists or vintage boutiques from near and far. Tables are filled with notebooks with excited ideas scrawled across their pages, mannequins sport enviable outfit combos, and vintage tins and keepsakes inherited from nana crop up everywhere.

While MASAMI is purely a studio space without the retail offering, Julie sends her limited-edition pieces to The Shelter in Dunedin and Ponsonby, The Service Depot in Wellington, and has an online shop. Custom-made garments are available too, and MASAMI has crafted plenty of bespoke pieces for New Zealanders looking for something to enhance their everyday wardrobe or turn up to a special occasion in a striking fit. Rumour has it, MASAMI has even been spotted in the company of the royal family.