Hero

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Hero is a New Zealand lifestyle clothing brand founded in 1987, targeting women aged 35-60 with a strong sports luxe focus. The brand positioned itself as a modern, comfortable, and aspirational alternative to dressier labels, emphasizing locally produced garments. Hero became known for iconic sportswear pieces such as the Hero sweatshirt and anorak, which were highly popular and sold confidently in large quantities. The founders drew inspiration from international fashion labels like Donna Kara...

n and AX Armani, adapting these influences for the New Zealand market. Hero maintained a small, tight-knit team and invested strategically in product, promotion, and retail partnerships to build its presence.

Philosophy

Hero's design philosophy was 'Sasson, but better!' aiming to create a brand

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