Annah Stretton | About Us | NZ Fashion Designer

About Us

It started with a dare. To prove to my father that it was easier to move from a right brain to a left brain career, I embarked on an accountancy degree. To help apply all the theory, I also started working for an accountancy firm who just happened to have a fashion client. That connection was to become the beginning of my fashion career and the end of my accountancy career.

My fashion business officially kicked off on 14th April 1992. At the time I was 30 years of age, married to a Waikato-based dairy farmer, with two small children. Not exactly the scenario you would expect from a fashion designer! However, what I lacked in the ‘glamour stakes’, I more than made up for in self-belief, my absolute love for business and my art background and accountancy skills.

I don’t know how I could’ve possibly ended up in anything other than fashion and mum’s business. It’s been around me my entire life and so it kind of feels like home.

I think I’ve worked in every part of the business; from button counting when I was very small to retail roles in high school. The fact that I know the business inside out is something that I think mum really loves and values.

When I finished my marketing and communications degree, my fate was well and truly sealed. Fashion was always going to be my career and the family business was always going to be where I ended up.

The Beginning

STITCHING A LEGACY FROM THE HEART OF THE WAIKATO

Fashion has a certain magic, an alchemy that can change lives. For me, it’s always been more than just clothes. It’s been a catalyst for creativity, self-expression, and unexpectedly, a launchpad into the world of business and social impact. I often get called the designer who came from the farm, and I wear that title with pride. My roots in Hawke’s Bay taught me about hard work, resilience, and the beauty of the natural world, lessons I’ve carried into every stitch, show, and story I've created.

Raising my own family around black and white cows with coats that outshone the drab fashion of 1980s and 90s New Zealand, I began to question why we weren’t dressing as boldly as nature itself. Why were New Zealand women stuck in a style that felt like croquet and cucumber sandwiches, when we had so much more passion to show the world?

Stretton Clothing was born from that very question and from a deep desire to help women feel seen, celebrated, and confident. From the beginning, I was never going to blend in with the herd. My designs reflected my belief that fashion should be both wearable and transformative, a way for women to tell the world who they are without saying a word.

My base has always been in Morrinsville. It’s not the fashion capital of the world, but that’s exactly why I chose it. I believed that we could build something bold and beautiful right from the heart of regional New Zealand, and we did. We built a business that’s as much about people as it is about product. Behind the seams is a dedicated team that shares my love of clothing that empowers women through confidence, creativity, and colour. I’ve never followed trends, I prefer to buck them. From vintage furs to bold shapes and unexpected fabrics, my collections have always been inspired by the joy of dressing up, the magic of transformation, and the stories we carry in our clothes. That inspiration often comes from the overflowing wardrobes in my home, filled with quirky finds and heartfelt memories.

Fashion has never been just about fashion for me. It’s about women. It’s about creating garments that become heirlooms, pieces that evolve with the wearer, designed for the many moments in her day and the chapters of her life. I started this brand not just to clothe women, but to champion them. And that journey, stitched with courage, colour and a little bit of sparkle, is only just beginning.

My journey with the World of WearableArt (WOW®) has been one of immense creative freedom where I’ve pushed boundaries, told bold stories, and brought unconventional ideas to life on stage. WOW® allowed me to step outside the commercial world of fashion and explore garments purely as art.

In 2004, Beauty and the Beast was a major turning point. The piece won a Highly Commended award in the Tourism New Zealand Avant Garde Section and quickly became one of my most recognised works. It featured a wild boar and captured the imagination of both audiences and the media. That single piece, often referred to as “Annah Stretton’s pig,” followed me long after its debut. It even appeared in my Fashion Week collection, Feral Beauty, and spent many years on permanent display at the World of Wearable Art and Classic Car Museum in Nelson. In 2005, I followed with Reluctant Bride, Bird of Prey, a garment that explored the uncomfortable reality of young Asian mail order brides married to older European men. The concept was sparked when a local man rang to offer me 25 magpies he had shot. I accepted, had them taxidermied, and used them to create a dramatic silver gown, complete with bird beak to feet, wings outstretched, and a short black tulle train. Their eyes were created from cut glass taken from zirconia rings bought at the two-dollar shop. While it didn’t place, the entry made the finals. In 2006, I presented Black Tie, a bold and high-impact piece made entirely of black and white bow ties. They started from a towering blonde wig and cascaded down like a dinosaur spine. We completed the look with eight-inch heels sourced from a sex shop and a pool cue transformed into a staff. It didn’t make the finals, but the visual impact and audience response made it a memorable moment. In 2007, I declined an invitation from Suzie Moncrieff to judge WOW® as I still had the desire to create. That year I returned with Queen of Hearts, a richly detailed garment that reflected my evolving aesthetic and passion for theatrical storytelling through fashion. In 2008, I accepted the invitation to judge WOW®, which brought my chapter as an entrant to a close. It felt like the right time to step back and celebrate the creativity of others.

WOW® has given me a platform to move beyond conventional design. Each piece stands as a creative chapter, timeless, provocative, and deeply personal.

My journey with the Breast Cancer Research Trust began in 2000 when I joined the governance board. The Trust had just been formed by an inspiring team of breast cancer specialists from Waikato Hospital. Their vision was bold and important to improve outcomes for those diagnosed with breast cancer through access to clinical trials and the creation of a comprehensive Breast Cancer Register. I joined to help shape their funding strategy and open up commercial connections that would support their growth and long-term impact.

One of my proudest contributions was the creation of the Bejewelled Bra Ball, which ran from 2004 to 2007. This standout event combined glamour, creativity and cause in a way that resonated widely. It became the Trust’s primary fundraiser and helped raise both vital funds and national awareness. The Bejewelled Bra Ball showed the power of blending fashion with purpose, something I have always believed in. More than twenty years on, I remain deeply connected to the Trust and its incredible work. I continue to support their mission by donating all excess fabric, trimmings, fittings, clothing and accessories from my fashion business to their secondhand store in Hamilton. It is a thriving, ongoing funding stream and I am proud that the remnants of creativity can continue to serve a cause that saves lives.

Over the years, the progress made in breast cancer outcomes has been nothing short of remarkable. With earlier detection through screening and the availability of better treatments developed through clinical trials, the death rate from breast cancer in New Zealand has halved. The Waikato has firmly established itself as a centre of excellence in research and care.

Looking ahead, the Trust holds hope that within the next 10 to 20 years, we will be able to cure all breast cancers. It is a hope I share wholeheartedly. To have played a small part in that vision — and to continue doing so — is both a privilege and a promise I intend to keep.

The Colour of Compassion: A Legacy with True Colours

My journey with True Colours Children’s Health Trust began in 2004, through a chance encounter at a children’s softball game. A fellow mum, whose child was playing alongside mine, introduced me to Cynthia Ward, the founder of True Colours. From that first meeting, I was drawn to Cynthia’s incredible vision and deep compassion for families navigating the unimaginable challenges of caring for a seriously ill child.

At that time, True Colours was operating out of rented premises that were not fit for purpose; it was difficult for their families to access, and being rented, meant they lacked the stability needed to offer a sustainable and long-term crisis service. Recognising this barrier, I purchased a home in 2005, that would serve as a permanent base for the Trust. More than 20 years on, this home continues to be the heart of True Colours’ operations, a safe, welcoming space where families receive vital care and support.

From 2004 to 2009, I served on the Trust Board, supporting governance and strategy during those crucial early years. Wanting to contribute further, I created The Long Lunch—a fundraising event that has since become one of the Trust’s most successful annual initiatives, now raising over $150,000 each year. The Long Lunch brings our community together in a spirit of generosity, providing much-needed funds to ensure True Colours can continue to offer their services free of charge, without long waiting lists.

Even though my formal board involvement concluded in 2009, my connection to the mission and friendship with Cynthia remain strong. True Colours is a legacy of love and resilience, wrapping families in support through counselling, nursing, and education. I am incredibly proud to have played a role in supporting this work that continues to change lives every single day.

www.truecolours.org.nz

I never imagined I’d step into publishing, but in late 2005, I purchased Her Business magazine, a decision driven by instinct and purpose. The magazine was struggling, but I saw potential in its mission to empower women in business. My relationship with Her Business began in 1997 when I was featured on the cover. At the time, I was growing my fashion label from our rural farm, and the media was starting to take notice. Years later, after contributing articles and winning the Her Business Businesswoman of the Year, the editor emailed to say the magazine was for sale. I responded with an immediate yes, despite knowing very little about publishing.

Our first issue under my ownership was a baptism by fire. It was met with heavy criticism for its layout and errors, but I refused to back down. I brought in experienced proofreaders, rebuilt trust with advertisers, and slowly shaped Her Business into a credible, engaging resource for women at all stages of their entrepreneurial journeys. In 2007, we launched Bloom, our first Her Business conference, an annual event that brought the magazine to life. It quickly became a sell-out success, giving women a place to connect, grow, and be inspired in person.

That same year, I also purchased Pink magazine, a deeply meaningful addition to our publishing family. Pink was a breast cancer publication that gave voice to women navigating one of life’s toughest journeys. Through survivor stories, expert advice, and heartfelt features, it offered strength, information, and hope. Owning Pink allowed me to serve women not just in business, but in life and wellness too. Alongside my work in fashion and publishing, I’ve also authored and published several books over my 33-year fashion and social impact journey. These include Rag Trade to Mag Trade (2007), Wise Heart (2010), Rock the Boat (2013), Grit Before Grace (2022), and The RAW Truth (2019), which supports and documents my work through RAW (Reclaim Another Woman).

Publishing became one of the most unexpected and rewarding parts of my journey. I may not have entered the industry with experience, but I brought the same heart and determination I’d always applied to fashion, turning pages into platforms that uplift and connect women in powerful ways.

Where Healing Begins

My connection with Waikato Women’s Refuge, Te Whakaruruhau, began ten years ago and has become one of the most meaningful commitments of my professional and personal life. From the outset, I was drawn to the strength of its kaupapa and the unwavering leadership shown by its founders, Ruahine Albert and Ariana Simpson. One of my first responsibilities was to help establish a formal governance board for the organisation. I agreed to chair this board, recognising that strong leadership and strategic oversight would help secure the future of the refuge and support its ability to grow. This structure allowed the organisation to remain focused on providing 24-hour crisis services, safe housing, and culturally grounded support for Māori women and their whānau.

A Journey of Governance, Giving, and Growth

During those early years, I also founded a fundraising initiative, Saving Rose, which ran for three years. The goal was to generate both financial support and community awareness for the Refuge. Saving Rose provided a platform to engage more people in the important work Te Whakaruruhau was doing and helped to build broader recognition of the need for a culturally appropriate response to family violence.

It was through this close connection to the refuge and its mahi that I began to see the need for a different kind of intervention. I saw too many women cycling through crisis services without ever gaining the long-term support needed to truly transform their lives. This insight inspired the creation of RAW, Reclaim Another Woman. While RAW does not work with women coming through the refuge, it was born out of the same commitment to creating change. RAW works with incarcerated women, offering a pathway out of the justice system through education, connection, and long-term support. Where the Refuge holds space for immediate crisis, RAW focuses on long-term transformation. It is a change model that aims to break cycles of offending and disadvantage, built on the belief that all women have the potential to lead meaningful and fulfilling lives.

Today, I continue to chair the board of Te Whakaruruhau with immense pride. It remains a place of restoration, safety, and strength for hundreds of families every year. I am honoured to stand alongside the dedicated team and the courageous wāhine who continue to inspire this work.

www.waikatowomensrefuge.co.nz

Stretton Clothing has been involved in charitable endeavors since its inception in 1992. As a successful business, Annah Stretton was keen to pay it forward and sought to align with charitable initiatives that were important to her customers. In 2013, wanting to be more specific and targeted in her contributions and ensure that money was directed to those most in need, she established the Stretton Foundation.

A chance meeting with Roni Albert, the CEO of Waikato Women’s Refuge, changed the focus of Stretton Clothing's social endeavors. Annah agreed to support the Refuge by assisting with their governance structure and events. She found herself immersed in a world of Maoridom and pain. Recognizing that the Refuge model was rooted in crisis care, she began conceptualising a change model, RAW (Reclaim Another Woman), with her sister Rebecca, who had 25 years of experience in mental health. This model focused on assisting marginalised women in positively self-determining their futures.

RAW became particularly well-suited to New Zealand women's prisons, where they connected with a diverse group of women who were open to the idea of change, despite it being a significant deviation from their criminal norms. Today, RAW has supported over 90 women and is recognised as one of Corrections' most successful out-of-gate organizations for high and complex recidivist wahine.

To further support this mahi, Annah completed her Master's in Social Policy and Māori and Indigenous Studies at Waikato University. This has helped RAW to reframe its objectives, prioritising the voices of the incarcerated to offer solutions for successful reintegration.

Olive’s Kitchen was created by my daughter, Sami and I, in 2018, following the cancer diagnosis of my boxer dog Olive at just three years old. Faced with limited options and a strong desire to improve her quality of life, I chose to avoid pharmaceutical pathways, which were not only costly but often traumatic for the dog. Instead, I began researching alternative ways to support Olive’s health naturally, with a focus on gut health as the foundation for her long-term wellbeing.

I found that gut health plays a key role in digestion, immunity, coat condition, energy, and overall behaviour. At the same time, we noticed that many pet foods and supplements were filled with artificial ingredients, meat byproducts, and additives that did little to truly support health. We wanted to develop a product that was all natural, non-meat, and easy to use, a daily supplement that could be added to any dog’s meal and was vet-supported.

We created our first product, Doggy Daily, in consultation with our vet advisor Dr Heidi Ward-McGrath, using whole food ingredients and probiotics. Olive responded well. Her digestion improved, her coat was shinier, her energy increased, and she remained active and well for six more years. Olive lived until the age of nine, which we see as a huge success given her diagnosis at such a young age.

After seeing how effective the supplement was for Olive, I shared my recipe with friends experiencing health challenges with their dogs. The results were consistent. Better digestion, increased energy, and overall improvements in well-being. From this, Olive’s Kitchen was born with its hero supplement, Doggy Daily. Our mission remains the same today. We offer affordable, plant-based supplements that support better health outcomes through gut health. Sami and I continue to lead the business, staying focused on delivering practical, natural solutions that improve the lives of dogs in a safe and sustainable way.

COVID-19 and the Business of Masks

When COVID-19 put New Zealand and the rest of the world into lockdown, the Annah Stretton brand faced significant challenges. Struggling to reinvent itself and with cash reserves dwindling, the future appeared uncertain. However, the pandemic unexpectedly shifted the focus from business performance to team wellness.

A pivotal moment came when Maria English (daughter of Bill English) reached out, asking if Stretton Clothing could produce 6,000 fabric masks for a charity supporting the elderly and disabled. Recognizing the opportunity, Annah Stretton agreed, leveraging the fabric and elastics available at their Morrinsville head office. Designer Ali also presented a well-fitting face mask design, perfectly suited for the emerging need. Overnight, Stretton Clothing pivoted into the face mask business.

A timely Facebook post featuring the head office team wearing masks and practising social distancing resonated widely. This post marked the beginning of a crucial pivot for the brand. COVID-19 inadvertently provided the opportunity for Stretton Clothing to reinvent itself as a leader in mask production, standing out as one of the first fashion companies to produce masks quickly and affordably in large quantities.

When Auckland went into lockdown again in August 2020, and the Prime Minister advised everyone to "mask up," demand surged. The situation became so intense that Sami had to convince Annah to temporarily disable their website to manage the influx of online orders. Initially relying on local fabric supplies, the company soon transitioned production offshore to China due to overwhelming demand. Trusted relationships facilitated a seamless transition, allowing masks to be flown in within 7 to 10 days.

As fabric masks lost favour, Annah swiftly negotiated with suppliers for the highly sought-after KN95 and KF94 masks. Just before the Chinese New Year holiday in early 2021, she secured a bulk shipment of these new masks, keeping up with demand and maintaining the flow of orders.

This surge in mask orders also boosted brand awareness and cash reserves. COVID-19 forced a shift to online purchases, broadening Stretton's customer base and creating new business opportunities. The need for face masks introduced many to the Annah Stretton label, creating a perfect marketing storm.

Unable to travel, Annah began designing unique prints, amplifying the drama, flowers, and colours of their fabrics. This newfound creative freedom, combined with fast turnarounds from trusted Chinese factories, allowed Stretton Clothing to emerge from "struggle street" and transform into the best version of itself.

COVID-19 was a catalyst for significant change at Stretton Clothing. While acknowledging that the pandemic period created challenges and upheaval for many, it was also a time of innovation and dramatic growth for Stretton. With a booming mask business and a large team at the head office to support it, Annah Stretton turned to online platforms to rethink her business offerings.

Homeware and accessories had always been a minor part of the Annah Stretton product mix, never a primary focus. It was Angela, Annah’s Christchurch store manager, who encouraged her to explore these products further. She suggested the possibility of branded merchandise featuring the beloved floral prints Annah was known for. With more time on her hands and a desire to engage her artistic background, Annah began experimenting.

The items she chose were often generic, always affordable, and highly useful—tea towels, wash bags, shopping bags, and more. Once customised with her signature floral prints, these items became highly coveted and big business. Today, in 2025, accessories and homeware make up 40% of Stretton’s revenue.

Annah’s creative vision and the team’s dedication turned a challenging period into a fruitful one, transforming Stretton Clothing into a brand that not only survived the pandemic but thrived by diversifying its product range and capitalising on Annah’s unique artistic flair.

Why I Created Fish Digital

Over the years, I’ve mentored countless small and start-up businesses. Time and again, I saw the same disheartening story, passionate people pouring what little money they had into digital services that left them worse off. They were promised the world and delivered websites that didn’t function, branding that didn’t reflect their vision, and social strategies that made no meaningful impact. It was both frustrating and unacceptable.

From Broken Promises to Brave Digital Futures

We live in a time where a strong digital presence is essential. If you’re not visible online, your business risks being invisible altogether. But accessing reliable, affordable, and comprehensive digital support remains a huge challenge for small businesses, especially those just starting out. That’s why I founded Fish Digital. As a not-for-profit, our purpose is simple: to provide a full-circle digital solution that’s both trusted and accessible. We support businesses through every stage of their digital journey, from building their brand identity to creating websites, developing engagement strategies, and helping them grow and maintain active online communities.

But we don’t just do the work for them, we teach them how it all works. At Fish Digital, empowerment is central to everything we do. We want our clients to feel confident, informed, and in control of their digital future. Our wrap-around model ensures they’re not just given a service, but equipped with the tools and understanding to sustain their success long-term. What sets Fish Digital apart is not just what we offer, but why we offer it. We exist to bridge the gap between ambition and access, between big ideas and the ability to bring them to life online. Too many good businesses have been lost to bad digital experiences. Fish Digital was created to stop that cycle and replace it with something much better. This is our way of building a stronger future for New Zealand’s small business community, one bold, digital step at a time.

www.fishdigital.co.nz

Hope Fish was created within the Stretton Foundation, in direct response to the overwhelming number of women, both young and older, whose lives could be transformed through access to education. Time and time again, I encountered women whose potential had been overlooked or diminished, and I knew that with the right support, education could be the turning point, the key to building self-worth, confidence, and ultimately, self-determination.

Hope Fish was born from that belief, that education isn’t just about gaining a qualification, it’s about igniting a sense of purpose and possibility. It’s about giving women the tools to take control of their own narratives and rewrite their futures. I’ve always said, “Give a man a fish and he eats for a day. Teach a man to fish and he eats for a lifetime. But teach a woman to fish, and everyone eats for a lifetime.” That idea is at the heart of everything we do.

Through Hope Fish and the Stretton Foundation, we offer small but powerful educational grants that support each woman as she steps into her potential. We’re not interested in handouts. Hope Fish is about hand-ups. We walk alongside these women, helping them find their voice, their confidence, and their place in the world. Hope Fish is also deeply rooted in a respect for Te Ao Māori and the diverse cultural backgrounds of the women we support. Every woman’s journey is unique, and we honour that by ensuring the support we provide is inclusive, empowering, and meaningful.

This initiative is about more than access to study, it’s about restoring dignity, building independence, and ultimately helping women change not just their own lives, but the lives of those around them. I’ve seen it happen. I’ve witnessed the shift when a woman is given belief, backing, and a real opportunity. Hope Fish is my commitment to continuing that work. It’s a movement of empowerment, born from compassion and driven by a deep desire to see every woman succeed.

Today, in 2025, the Stretton story exemplifies an intergenerational platform of business and care. Annah’s mother, Vicki, at 85 years old, remains actively involved in the daily administrative functions of Stretton Clothing. Tony, Annah’s husband of 27 years, manages the freight and logistics side of the business, overseeing a bustling warehouse at their Morrinsville head office, where online sales now generate up to 50% of the turnover.

The family's legacy continues with the arrival of Sami’s first baby, River, in 2023. River has joined the Stretton journey under the watchful eyes of the intergenerational clan and many long-term team members. Family plays a significant role in the business, which thrives on the positive and collaborative leadership agenda driven by Annah. This agenda ensures that all voices are heard and contributions are valued in the ever-changing trading environment.

The Stretton brand, under Annah's leadership, has become a beacon of intergenerational collaboration. Each family member brings their unique strengths to the table, ensuring the business's continued growth and success. Annah’s vision and dedication have fostered a culture where family and business seamlessly intertwine, creating a supportive and dynamic workplace.

This intergenerational impact is not just about continuity but also about innovation and resilience. The combined experience and fresh perspectives of different generations enable the Stretton brand to adapt and thrive in the competitive fashion industry. Annah's commitment to inclusive leadership and family values has built a strong foundation for future generations to carry forward.

In this thriving, family-centric environment, the Stretton brand stands as a testament to the power of intergenerational collaboration, ensuring its legacy for years to come. The future is bright, with the Stretton family leading the way, demonstrating that when family and business unite, they create something truly special.

Succession is Real

As with most who enter the business of fashion in New Zealand, their businesses are borne out of high levels passion and capability, with very little thought given to the eventual exit or possibility of succession, and Annah was no different to a lot of her industry peers . Although she had a daughter, Sami, who was active within the industry, Sami wanted to take time to explore all the options open to her and complete her OE adventures before she made her final decision to settle in NZ, and eventually take the reins of the Annah Stretton brand. After a few false starts in the business, a marketing degree and an extensive portfolio of international travel under her belt, Sami finally expressed interest in permanently joining her mother to ensure that the Annah Stretton label was able to advance its succession. Arriving home in 2017 they quickly established their working framework, with a focus on and an allocation of tasks best suited to each of them.

They initially dabbled with creating younger more generic collections to assist broadening the range of customer connection to the brand. However, they eventually ended up back in the space that the Annah Stretton brand had become best known for - fabulously floral,dramatically coloured and highly coveted by women 50 years and over.

In 2020, they conceived Olive's Kitchen together, a pioneering animal wellness brand, with a strong emphasis on complementary medicine, and a focus on maintaining the health and well-being of beloved pets. Olive’s Kitchen is dedicated to offering innovative natural solutions to keep the animal community happy and thriving.

The future looks bright .. literally.

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About Us

For Annah

For Sami

The Beginning

From Boars to Bow Ties

THE POWER OF PINK

The Colour of Compassion: A Legacy with True Colours

Her Voice, Her Vision

Where Healing Begins

The RAW Impact

The Olive’s Kitchen Story

COVID-19 and the Business of Masks

The Stretton Story: Expanding into Accessories and Homeware

Why I Created Fish Digital

Hope Fish

The Stretton Story: An Intergenerational Legacy

Succession is Real

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