It’s been quite some time since Ponsonby Road has had a core surf shop, but that has recently changed, with the arrival of environmentally responsible, Canadian made clothing and surf brand Sitka.
Sitka partnered up with The Fit Out Company to transform 125 Ponsonby Road in to an upcycled log cabin where people walk off the street and in to a world of wonderment, filled with responsibly made clothing, environmental education, and of course a hub for surf enthusiasts.
This is New Zealand’s new home for the Canadian originated and made label, crafted from natural fibres including recycled wools, organic cotton, and waxed cotton outerwear. Among their own Sitka label you can also find a myriad of locally made and produced items and brands which are closely aligned with Sitka’s ethos and attention to quality and longevity including The Loyal Workshop, Boards By Blank, NOE Surfboards, Southern Anchor leather goods, and Offcut Caps.
Sitka clothes are made to last, created with the conscious consumer in mind. As a bonus – the brand offers free clothing repairs on all Sitka products nationwide through their flagship and stockists. As a member of 1% For The Planet, the business donates 1% of all sales to local not for profit Sustainable Coastlines.
As well as Sitka’s own brand of surf inspired and hardwearing adventure wear, the Sitka Cabin is also home to New Zealand’s widest range of Patagonia Yulex wetsuits, a world first, plant based alternative to neoprene. The Sitka store also is the flagship for philanthropic footwear and eyewear brand Toms, which has so far donated more than 50 million pairs of shoes as part of its One For One programme, and has restored sight to more than 360,000 people through its eyewear sales. With no compromise on good looks.
Sitka opened its first New Zealand store in 2009, in Newmarket – using almost entirely repurposed shop fittings, including existing joinery, demolition fixtures and rough-milled woods destined for the mulcher. The welcoming new Ponsonby space takes upcycling and repurposing to heart too, with its entire store fit out being reused from previous projects.
Managing Director Andrew Howson thinks Ponsonby Road is the perfect place for the Cabin’s newest incarnation. “Ponsonby is a hub of people from all walks of life but more importantly the level of knowledge people have on their clothing choices is really encouraging. People seem to be really enthused by a company who is hands on from start to finish in the manufacturing of it’s products which is right up our alley.”