About Us
The story so far . . .
Growing up in Aotearoa New Zealand, the outdoors wasn’t something we planned for, it was just life. The beach was our backyard. Salt in our hair, sand everywhere, cold rivers in summer, surf checks before breakfast, and long evenings with family around the barbeque as the sun dropped. We learned to read the tides, respect the weather, and look after the places that looked after us. That connection to the land and sea shaped who I am.
Years later, working as an engineer crossing oceans, seeing remote coastlines, reefs, and endless blue horizons, I saw both the beauty of the planet and the damage being done to it. Plastic in the water, polluted coastlines, and fragile ecosystems under pressure. It made me want to build something better. Something grounded in where I come from and the simple Kiwi values of community, respect for nature, and living honestly.
That’s where KAINUI began.
KAINUI is a small, grassroots eco-friendly clothing brand built from the ground up, inspired by coastal mornings, cold swims, salty gear drying on the fence, and long days chasing swell until the light fades. It’s shaped by a Kiwi way of life practical, laid-back, connected to the outdoors, and grounded in looking after each other and the places we call home.
This isn’t fast fashion. It’s about slowing down, choosing better materials, creating less waste, and making sustainable choices feel simple and accessible.
At KAINUI, nature isn’t just a backdrop it’s part of who we are. And we believe small everyday choices can help protect the places we love most.
Our Goals
Small Company, Big Goals
1
Be accountable
We’re not perfect, but we are accountable. We’re committed to learning, improving, and taking meaningful action at every step. By doing so, we aim to reduce our environmental impact and prove that small, values-led brands can help lead the way forward
2
Give back to the planet.
We believe business can be a force for good. That’s why we are donating 10% of the profit of every product you purchase to Seatrees - Reforest the Ocean.
3
Become carbon neutral
By measuring and offsetting our emissions, were helping to cut our contribution to climate change. Reducing emissions supports efforts to conserve natural habitats, protect biodiversity, and maintain healthier ecosystems.