Together, they created eight limited-edition tees, crafted from 100% combed cotton using environmentally friendly, water-based ink.
Designed by twenty-seven names, Waiapu Road, Hine, Vince Ropitini, Otis Frizzel, Ema Frost and Juliette Hogan and Kiri Nathan returning from previous campaigns.
With gratitude for the designers, models (Dame Lisa Carrington, Tegan Yorwarth, Brook Ruscoe, Bella Kalolo), photographer Olivia Kirkpatrick, hair and makeup stylists Kelly Manu and Shari for their kindness in making this campaign happen.
Tees are available on pre-order now until 2nd November, with every one sold helping bring joy to families at Christmas who would otherwise go without.
Rachel Easting and Anjali Stewart, longtime best friends and designers created twenty-seven names 20 years ago and are known for their beautiful clothing, ethical production, and sustainable practices.
What is manaakitanga to twenty-seven names? "It’s karma. What goes around comes around. Treat others the way you want to be treated. Don’t send mean emails. Stay optimistic. Do the best with the time you have".
Juliette shares her inspiration behind the design "I asked Daisie, my 5 year old, to write out some words and just love the way she has written ‘Kind’. I love the way the word, when written in a child’s script, is what kindness is about – it’s about being kind. You read it and you think of the optimism that a child has, the innocence, the hopefulness and the understanding that being kind is one of the most important things to be.
My hope for my girls is that they grow up being kind. Kind to themselves, to each other, to their friends, to their community and to people they do not even know. It’s my role as a parent to teach them kindness & kindness is what this world needs more of".
“Aro ki te pā” reminds me of the kind of love that exists within our people and our spaces. My pā taught me kindness and manaakitanga from a young age. It taught me what it means to open your arms and your home to others, to make sure everyone is safe, seen, and cared for. It’s unity. It’s aroha. It’s mana motuhaketanga.
When I think of my pā, I think of whānau. Of people gathering together, sharing kai, my uncles dropping off kai moana, checking in on each other, kids laughing outside, kapu tī and biscuits always ready, supporting one another through hard times, and never letting anyone carry things alone. I think of the feeling of belonging and knowing you have people around you no matter what.
Aro ki te pā is love for the people, love for the land, and love for the feeling of home"
“At HINE, Manaakitanga is about creating a world where women feel seen, valued, and empowered.
We believe kindness is more than an act; it is how we choose to show up for one another, through respect, encouragement, and genuine care. Our design honours the women who came before us, those walking beside us, and the generations still to come.
Mothers, daughters, sisters, aunties, friends, mentors, the generation keepers, protectors, and teachers of tomorrow. When women are uplifted, they create ripples that extend far beyond themselves. They nurture stronger whānau, inspire resilient communities, and shape a brighter future for the next generation.
For us, manakitanga is found in those everyday moments of lifting each other up, leading with compassion, and ensuring no woman walks alone”
Talking about her inspiration for the Kind Tee, Kiri says, "the foundation of kindness to me is how one person shows manaaki (support, care for, respect) to another person, when one wraps their korowai of love, kindness and protection around another, it is the greatest gift".
Five hand painted feathers feature alongside the whakataukī: “Mā te huruhuru ka rere te manu - Adorn the bird with feathers so that it may fly.”
To me, manaakitanga is about giving someone what they need to soar. Support, encouragement and guidance. The five feathers also represent the five fingers of a helping hand, a reminder that kindness is something we extend. For me, as a designer and as a person, this is what kindness looks like. Helping future generations find their wings.
My design is loosely based on the Sex Pistols classic album, 'Never Mind the Bollocks, Here’s the Sex Pistols'.
Having a read of your kaupapa, I was thinking how there’s a lot of war, hate and bullying in the world today, and it takes guts to stand up against that aggressive vibe. Punk always stood for thinking for yourself self and standing up against the oppressive system. That’s punk.
Kindness and empathy are basically rebellious these days! (Jacinda Ardern being a great example). Kindness is PUNK”
“To me, kindness is the quiet act of caring for one another. It is compassion, understanding, and the willingness to offer support without expecting anything in return. This artwork of two herons gently embracing in the shape of a heart reflects the beauty of connection, peace, and love.
Kindness has the power to make people feel seen, valued, and safe, reminding us that even the smallest gestures can create meaningful change in the lives of others”.
