Iconic street wear label Huffer chose a change of direction for NZFW this year.  Known for their standing room only events that deviate from the usual catwalk shows – they didn’t disappoint this year either. It appears that the Huffer Girl is all grown up.  And now that she has she will be wearing Aim, Huffer’s new label. Released at their beautiful basement space which is their Queen Street store – the space itself is a real beauty.  They chose to have an photographic of the new clothes, and fabrics they have used. The shots featured Australian model Bambi Northwood-Blyth and was a perfect fit with the new label.

Pared back and simple, Aim has a fuss-free look. The collection has an edited palette of soft grey, white and of course the fashion basic – black – but with shots of acid green on white for pattern.

The soundtrack for the launch, was Watercolours who performed live. It was extremely pleasant way to start day 3 of NZFW2014 complete with coffee and a fashion breakfast. These guys certainly know how to launch a new label in understated style. AIM will be available from November