TUESDAY is designed with passion and purpose in Auckland by a small, female-founded team of fashion lovers. The brand is expertly crafted by their skilled boutique manufacturing partners in Shanghai—a relationship built on far more than business transactions.
The connection between the Auckland and Shanghai teams runs deep. They know each other's families, have been inside each other's homes, and have celebrated life's milestones together. Weddings have been attended, pregnancies shared, and twice-yearly visits are filled with sightseeing, supermarket trips, and shopping expeditions alongside fabric sourcing and work meetings. This friendship has become the foundation of everything TUESDAY does.
These lasting and meaningful connections have created a unique business model that allows TUESDAY to operate sustainably in a way that sets them apart. Unlike many fashion brands, TUESDAY doesn't require minimum order quantities. Instead, they manufacture exactly what their stockists have pre-ordered—whether that's 5 pieces or 50 pieces. There's no pressure to hit large mass-production numbers, which means every TUESDAY garment remains wonderfully special and, most importantly, there is no excess and no wastage.
Sustainability is woven into every decision. TUESDAY consciously chooses to work with deadstock fabrics—textiles that already exist—helping to use up fabric that has already been produced rather than creating new demand. Each season, the brand expands its range of natural and recycled fibre alternatives, which carry an even lower carbon footprint. Fabric scraps are repurposed into other projects, ensuring nothing goes to waste.
The commitment to reducing environmental impact extends to packaging. TUESDAY is proudly plastic bag free. Rather than shipping garments in individual plastic bags—a common industry practice—all packaging is 100% compostable, including courier bags, tissue, and label stickers. Cardboard banana boxes are upcycled from the local supermarket for picking and packing stockist orders. Sampling labels are reused from season to season, paper consumption is kept minimal, printing uses grey ink instead of black, and everything possible is recycled.
This is a constant work in progress, with the team always striving to improve. The beauty of being a small business is the ability to move quickly and implement better practices as they're discovered. TUESDAY operates with intention, and customers can feel proud supporting a brand that does too.