About Starfish

Founder Laurie Foon's love for fashion comes from her mother Pam who had an
insatiable passion for clothes. Laurie's earliest memories are as a child being dragged around the fashion stores of suburban Wellington and dreaming of one day having a fashion label of her own.

The inspiration to realise this dream came for Laurie while on her O.E. in the early '90's. During this time Laurie worked in the fashion industry but became disillusioned with the elitist boutiques of Europe, and was inspired to create a more approachable designer fashion label with humanist values.

Eager to start her new venture Laurie returned to New Zealand in 1991 and with her last $133 opened a store in Wellington's Wakefield market selling remodeled vintage clothing. Within two years the Starfish store and label were born, pioneering Wellington’s distinctive fashion style.

Starfish has always been about more than just making beautiful, enduring clothes. Throughout the '90's Starfish made its mark through thought provoking ranges and campaigns with a community focus. For example, the 'Liberation' range, inspired by Laurie’s upbringing in suburban Wainuiomata and photographed in front of classic State Houses. The campaign acknowledged what it was to be a New Zealand fashion label at a time when the New Zealand trend was to mimic the glamour and elitism of an overseas look. Starfish's 'Urban Progression' range photographed the tenants of historic houses on the site of the proposed motorway by-pass, contributing to the protest against the destruction of Wellington's heritage and creative community.

In a less political vein, the 'Three Days in Golden Valley' range celebrated the heat, music, and sun-drenched colour of the iconic music festival - Nambasa.
Heartfelt stories of New Zealand - interpreted through the expressive lens of Starfish garments.

Alongside these cultural concerns, Laurie, designer Carleen Schollum and the Starfish team have been conscious of the ways in which Starfish impacts on the community and the environment. In 2007 Starfish was proud to be the first fashion label to win a New Zealand Sustainable Business award. The continuing story of New Zealand's growing consciousness in such areas is one that Starfish is eager to embrace. More importantly, Starfish is also committed to demonstrating that designer fashion – often linked with wilful obsolescence - can be accountable to sound, sustainable business philosophies.

Since 2002 the everyday splendour of the Starfish range has been complemented by the Laurie Foon label, described by fashion commentator Stacy Gregg as 'luxe… indulgent and groundbreaking'. Today we're proud that Starfish has evolved into being one of New Zealand's favourite clothing labels with stockists throughout New Zealand and Australia, and stores in Wellington and Christchurch.