HAKA – Legendary Apparel

New lifestyle sportswear brand HAKA – Legendary Apparel was launched to a crowd of more than one hundred VIPs, media and rugby greats at the Auckland Museum on the 8th November. HAKA – Legendary Apparel is an exciting new clothing label endorsed by some of our all time rugby greats including Buck Shelford, Todd Blackadder, Frank Bunce, Ian Jones and Alan Whetton.

HAKA draws on the iconic heritage of Rugby and the Haka; two linked elements central to New Zealand’s culture, with a fusion of sporting fraternity and subtle Maori symbolism. New Zealand is world famous for its prowess on the rugby field, and the Haka is a significant part of the legend. Wherever a Kiwi walks in the world, tales of the Haka are sure to be heard.
The HAKA team has gone to great lengths to understand the heritage and meaning of the Haka and to be culturally sensitive in its commercialisation. Ngati Whatua has endorsed and given its blessing for the brand and its development and major rugby heroes of the past have also been brought into the brand development to gain their advocacy. HAKA has engaged New Zealand designers to both develop the garment designs and a strong graphic signature for the brand, one that the owners believe will take the brand around the world.

At the launch at the Auckland Museum, guests were welcomed by Ngati Whatua with a Powhiri, and then took part in the traditional Maori greeting, Hongi, the symbolic touching of noses to breathe in the fellow person’s life spirit. The fashion show which followed gave guests a sneak preview of HAKA’s easy lifestyle garments. The event will was presided over by local Maori and former New Zealand rugby heroes, including Frank Bunce, Ian Jones, Buck Shelford, and Alan Whetton – who shared stories of the significance of the Haka to him.

HAKA NZ director Bob Mills said “At first we considering launching HAKA – Legendary Apparel only to  key export markets, but we have been overwhelmed by the amount of home front support we’ve received from the business community, and the rugby and Maori communities. We value the name Haka, the culture, and the rugby players themselves, and it has the Mana of the rugby heroes and Maori behind it.”

HAKA – Legendary Apparel and its unique graphic signature has been designed exclusively in New Zealand. The branding is discrete but included with each garment is vital information about the history of the Haka. The garments are hard wearing and built to last.

HAKA – Legendary Apparel is aimed at 30 – 55 year old men seeking casual after sport clothing and accessories and will be available at specialist menswear stores throughout the country and off the website from December. It will also be stocked at Regency Duty Free Stores, and the directors are in discussion with potential distributors in France, UK, Japan, USA and Australia.

“This is the beginning of an exciting new journey for HAKA – Legendary Apparel,” says Mills “and we look forward to taking the legacy of the iconic Aotearoa Haka to the rest of the world”.