About Us

They say ‘Luck favours the prepared
…and there are few people better prepared to create a cool-weather –proof clothing line than Janelle Hinch.

You see, Janelle loves the snow, I mean really, truly loves it. So much so, that she choose to swap hemispheres twice a year to follow the snow seasons around the world for over a decade – Unapologetically following the frequently quoted advice ‘do what you love’ and subsequently enjoyed life in an endless winter. As a result, she sure knows a thing or two about dressing for the cold.

Driven by a deep appreciation of all things woollen and warm, Janelle Hinch and her team produce conscience clear clothing; Crafted from luxurious, natural and sustainable fabrics made with respect for people and the planet.

The eponymous label has gone from strength to strength, receiving accolades from Kelly and Associates in AMP’s ‘Do your Thing’ scholarship campaign. Janelle was also instrumental in the formation of the 'Snow Queen Tertiary Scholarship' granted each year to a Ruapehu College student to further their studies in art or design. The label also achieves great results from their annual charity fashion show, this year raising thousands for the Ruapehu Alpine Rescue Organisation (RARO).

Given her love of the outdoors, it is no surprise Hinch has chosen to base her workroom in the North Island mountain town Ohakune. 
Nestled beside a national park and at the foot of an active volcano, it is not the standard location for a design and manufacturing studio, but 
Janelle never was one to follow the flock.

We are so privileged to be able to live and work here in paradise

The Winter/Spring range is lively and honest, with influences spanning the globe. From the bright lights of Harajuku – Tokyo, to the rustic charm of the Raetihi Rodeo, this designer draws inspiration from locales both near and far.
Bravely pairing structured cuts reminiscent of English gentry and punchy prints illustrating the influence of Japanese pop culture.

The result is a collection based on cityscape tones with sudden pops of vibrant colour created from luxurious textiles; utilizing genuine leather and mohair, silks and super soft merino wool.

Janelle’s vision is to grow her eponymous label globally while keeping production local; 
Proudly designed and
Made in New Zealand



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