Federation opens in Takapuna

Federation opened their Takapuna, North Shore store in Barry's Point Road under their workroom with a BBQ party attended by NZ musicians, models and friends of the cool streetwear label started by Nick and Jenny Clegg.

The industrial concrete space beneath their workroom known as "Laundromat" is a hip space with plenty of their trademark humour; kitsch kiwiana prints have been customised with graf art making witty additions to the art. Their love of low kiwi art combines with their latest looks in clothes from three labels: the orginal street range Federation, a dressier line called FOR GOOD, and children's line, Minti.

Speaking of grafitti, an artist sprayed FED on the wall outside the boutique as guessts enjoyed beers from ice drums and meat pies and snarlers on the barbie. Later on, a short film was projected on the wall outside.



The denim and streetwear label was the couple's baby but now they have three children of their own, who even feature wearing sunglasses on a popular tee-shirt design. The Clegg's have a children's label, Minti, co-owned by their brother, of which Petra Bagust and husband Hamish Wilson's kids are a big fan.

Petra Bagust, and Jacqui Taylor holding Lily Robinson.



Below, Lucy, who was a finalist in New Zealand's Next Top Model, is the manager of Federation stores, with Amy (right) their range model wearing a pink dress from FOR GOOD Summer 09.

Steriogram's Brad Carter


 
NZ singer-songwriters Chris Cope and Andy Campbell.



We loved the industrial space with cool interior design including these lightbulbs hanging over a central display.


 
Women chatting at the opening are seen in the mirror in the concrete boutique space.



Art books are stacked alongside teeshirts at the Federation Laundromat.



The store interior, with pallet tables displaying denim with the signature painted pocket and + signs.



FEDERATION
61a Barry's Point Road Takapuna Auckland
www.federation.co.nz

Words Megan Robinson, 19 November 2009
Photos Kevin Robinson