MANAAKI was created by Kat Tua (Ngāti Kahu Ki Whangaroa, Ngāti Raukawa) as a way to reconnect with her heritage. Like many Māori of her generation who grew up in Aotearoa, she was raised away from a traditional Māori setting and with that came a loss of culture and language. In launching MANAAKI, she sought to bridge the gap between traditional Māori clothing and contemporary daywear, and in turn to bridge the gap between Indigenous and non-Indigenous cultures.
Kat was hand-selected as part of the MR PORTER FUTURES programme in 2021, winning from more than 1,000 applications around the world. MR PORTER has been a key stockist for MANAAKI since the program ended.
Kat draws inspiration from Māori art, weaving and storytelling, and uses her collections to explore social and political subcultural movements both past and present. These themes appear in her hand-drawn prints, graphics and knitwear. Combined with her love of denim, MANAAKI ranges are casual, spirited and meaningful.
MANAAKI, when translated into English, means to cherish and sustain for future generations. MANAAKI clothing is designed to be cherished and passed down. It is made with the earth in mind, in collaboration with ethical makers and sustainable sources from around the world. Ninety percent of the MANAAKI products are made with natural fibres that will biodegrade into the earth.
Kat Tua pictured above, photograph by Nola-Jean Judkins-Tua
MANAAKI BRAND INITIATIVES
Founded in 2022 by Kat Tua, MANAAKI is an emerging Aotearoa-based fashion brand committed to contributing to a more sustainable and responsible industry. Its approach to sustainability is grounded in Indigenous knowledge, led by Te Ao Māori — the Māori worldview — which values long-term thinking and deep relationships between people and the natural world.
As a growing brand, MANAAKI is constantly learning and evolving. With each season, the brand remains committed to making thoughtful choices that reflect its values and strives to be as responsible as possible in all aspects of its work.
TE HAPORI / THE COMMUNITY
Te Hapori represents everyone connected to MANAAKI — from its makers and suppliers to its customers, stockists, and supporters.
Indigenous Community – MANAAKI works across different parts of the community — including Māori communities — and regularly engages in kaupapa Māori events such as Kapa Haka festivals and Waitangi Day. We also collaborate with Māori and Indigenous artists from Aotearoa and around the world.
Interested in partnering with MANAAKI? Email us at info@manaakitrading.com
Manufacturing – MANAAKI produces its collections in China, Turkey, and Portugal, and is committed to ethical practices. Though based in Aotearoa, the brand relies on internationally recognised certifications like BSCI and SEDEX/SMETA to ensure that its factories uphold ethical and environmental standards.
Modern Slavery Policy – MANAAKI is committed to conducting business with integrity, transparency, and respect for human rights. We take steps to ensure that modern slavery — including forced labour, human trafficking, and exploitation — does not occur within our operations or supply chain.
As a small, independent business, MANAAKI prioritises due diligence when selecting suppliers. We work only with manufacturing partners who meet recognised international labour standards and provide credible third-party audits or certifications. MANAAKI relies on these audits to assess working conditions, labour practices, and compliance within our supply chain.
MANAAKI maintains direct relationships with all manufacturing partners. Suppliers are required to source materials and components from credible, responsible sources and to demonstrate transparency across their operations.
MANAAKI expects all partners to operate in a way that respects the dignity and rights of workers. We are committed to ongoing review of our supply chain practices and will continue to strengthen our approach as the business grows.
Stockists – MANAAKI seeks to partner with stockists who share its commitment to sustainability and responsible practices — especially those who support circular fashion or resale initiatives.
Our Customer – Inspired by Manaakitanga — the Māori value of hospitality, kindness, and respect — MANAAKI strives to create meaningful and positive experiences for every customer. The brand operates in line with the New Zealand Consumer Guarantees Act and Fair Trading Act. For questions or feedback, email info@manaakitrading.com
TE KORĒRO / THE STORY
Pūrākau (Māori storytelling) plays a central role in MANAAKI. The brand uses storytelling to honour whakapapa (genealogy), connect with heritage, and reflect the values of Te Ao Māori. These stories come to life in MANAAKI’s prints and knitwear.
MANAAKI has implemented Te Reo Māori across much of its online communication, with the website now largely bilingual. The brand has also launched a storytelling platform (Te Hapori) presented in both English and Te Reo Māori. We continue to expand bilingual communication as the brand grows.
TE WHENUA / THE LAND
MANAAKI in English translates "to cherish and sustain for future generations" — a principle that guides every product the brand creates. With each design, we carefully considers Te Whenua (the land) and the impact our products have on the earth.
Fibre Compliance and Certifications – MANAAKI works with suppliers who meet globally recognised standards, including: GOTS - Global Organic Textile Standard, GRS - Global Recycled Standard, RCS - Recycled Claim Standard, RWS - Responsible Wool Standard, RAS - Responsible Alpaca Standard, RMS - Responsible Mohair Standard, LWG - Leather working group, REACH / OEKO-TEX. MANAAKI products that are certified are labelled in the product descriptions.
90% of MANAAKI products are made using natural fibres - We prioritise plastic-free materials and trims wherever possible. While some garments may include small synthetic components (such as zips or buttons), when using fibres like polyester we aim to source recycled or certified options where available.
Responsible Denim – Each MANAAKI denim design requires specific treatments based on wash level, embellishments, and dyes. The brand works closely with its factories to ensure the most sustainable methods are used. From AW25, all MANAAKI denim will be made with at least 55% GOTS-certified organic cotton.
GOTS Certified Organic Cotton T-Shirts – All MANAAKI tees are made from 100% GOTS-certified organic cotton from SS25 collection onwards. Organic farming supports soil health, biodiversity, and avoids toxic chemicals.
Lyocell Shirting from Responsible Mills – Each season, MANAAKI produces camp collar shirts made from lyocell — a fibre prized for its sustainability. MANAAKI partners with an environmentally conscious mill that specialises in lyocell and other sustainable fibres.
Responsible Knitwear – MANAAKI sources yarn from mills certified to RWS and often blends with recycled fibres, such as nylon from discarded fishing nets. Certifications are labelled in product descriptions.
Disclaimer – MANAAKI reserves the right to update or modify the information on its website at any time. Content is regularly reviewed to reflect the brand’s current position and practices.