Chapter Five
Inspiration from Aoraki
Much has been written about Aoraki / Mt Cook—its status as New Zealand’s highest peak, its striking presence, and, of course, its place in mountaineering history as one of the summits conquered by Sir Edmund Hillary (photo attached Sir Edmond Hilary on summit Mt Cook).
For us, though, the connection to Aoraki was more personal and practical.
We were drawn to the name for several reasons. First, it's relatively easy for non-New Zealanders to pronounce—no small thing when building a brand with international customers in mind, particularly in Canada and Europe. Second, it’s a name that carries weight. Aoraki’s physical stature and commanding presence give it a sense of quiet strength and permanence. And perhaps most obviously, it’s a cold, alpine environment that practically demands warm headwear.
With that in mind, it seemed like the perfect foundation for our company—one focused on producing well-crafted winter fashion pieces. When you’re building a brand from the ground up, the name matters. You need something that feels solid. Memorable. Distinctive. Aoraki offered all of that.
For overseas customers, the name evokes a cold, mountainous climate—even if they’ve never been to New Zealand. And for those who have visited, it’s a word that often carries strong memories: of snow-capped peaks, glacier-fed rivers, and broad, open skies. It bridges familiarity and aspiration.
In that way, Aoraki became more than just a name. It became our foundation. A symbol of resilience, clarity, and connection to place—just like the products we aim to create.
But there’s more to the story than just the mountain itself.
New Zealand's climate is unique. Being a long, narrow country surrounded by ocean, no part of it is far from the coast. This gives New Zealand a maritime climate—moist, temperate, and changeable. Snow conditions here, especially in alpine areas like around Aoraki, tend to be wetter and heavier. The snow doesn't pile into deep powder as it does in continental climates. Instead, it clings, it melts, it soaks.
In contrast, much of Canada and Northern Europe—where many of our customers live—experiences a continental or high-altitude climate. Inland and colder, these regions are far from the moderating influence of the sea. The result? Snow that is lighter, drier, and often deeper—ideal for what many refer to as “powder skiing.”
This difference in climate directly influences winter gear. Apparel designed for New Zealand conditions needs to be resilient against moisture, wind, and temperature swings. It must handle damp chill and the kind of snow that can soak a poorly chosen fabric in minutes.
Meanwhile, in Canada and Europe, ski and winter wear must insulate against sustained sub-zero temperatures and perform well in cold, dry air. The needs are different—and that understanding has helped shape our approach to designing winter accessories.
It’s part of what makes our products unique. We design from a place of contrast. From the maritime damp of our own back door, with a deep respect for the dry, biting cold of our customers’ winters. Our pieces aim to perform in both.
So while the name Aoraki anchors us to our roots, it also reminds us that mountains—and winter—take many forms. And wherever winter finds you, we believe you should face it warmly, stylishly, and comfortably.