About Us
The story so far . . .
Growing up in Aotearoa New Zealand, the outdoors wasn’t a weekend thing, it was just life. The beach was my backyard. Salt in my hair, sun on my skin, sand everywhere. I surfed messy beach breaks, swam cold rivers, dived under waves till my lungs burned, and followed bush tracks to swimming holes only locals knew about. Life moved slower. Evenings meant family barbeques as the sky went orange and the wind dropped. We learned to read the tides, watch the weather, and look after the places that looked after us. The land and sea were part of who I was and shaped me.
That connection never left me. I became an engineer and spent years crossing oceans, seeing remote coastlines, reefs, and endless blue horizons. But I also saw the damage we were causing. Plastic in the water, polluted harbours and fragile ecosystems under pressure. Being out there day after day made it clear how small we are, and how vulnerable the planet is. It made me question my place in it all, and pushed me to want to build something that reflects where I come from grounded in respect for nature, community, and that simple, honest Kiwi way of living.
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.
We’re here for the surfers heading out before work, the river swimmers in the middle of summer, the crew hiking up hills just to watch the sun go down, and the families teaching their kids to love and respect the land and sea the way they were taught. Our clothing is made to be worn, lived in, and loved not churned through and thrown away.
This isn’t fast fashion.This is about slowing things down. Being more thoughtful about what we make, how we make it, and why we make it. It’s about choosing better materials, creating less waste, and making sustainable choices more accessible so doing the right thing for the planet doesn’t feel out of reach.
At KAINUI, nature isn’t just a backdrop it’s a relationship. And that relationship comes with responsibility. We believe that real change doesn’t always come from massive gestures, but from everyday choices made consistently. What you wear, what you support and how you show up for the places you love.
Our Goals
Small Company, Big Goals
We want to make a real impact on our planet. Staying small allows us to focus on what matters most, quality, authenticity, and community. From day one, our vision has been clear, and we’re committed to setting clear, measurable goals that guide our path to success and help us work towards it while being fully transparent in everything we do.
1
Be accountable
We’re not perfect, but we are accountable. We’re committed to learning, improving, and taking meaningful action at every step. That means continuing to reduce emissions beyond offsets, expanding into recycled and regenerative materials, supporting environmental restoration initiatives, and growing slowly and intentionally without compromising our values. 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.
Here at KAINUI 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. We love the work they are doing to help protect and restore our ocean ecosystems. This ensures every sale goes directly toward supporting environmental initiatives that protect our planet. Supporting the regeneration of kelp forests, mangroves, and coral reefs we ensure we are protecting life on land and sea.
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. It also encourage sustainable practices, such as energy-efficient production and circular economy principles, reducing reliance on finite resources.