Madly Sweetly is a relaxed and contemporary boutique brand, for women who are looking for an effortless mix and match style of wardrobe essentials, for the busy woman of today.
Each season our team mindfully design “collectible” pieces, which touch on trends, but are not driven by them. We recognise our customer is not interested in chasing fashion fads but desires to build a playful, feminine and colourful collection of clothing that offers longevity and versatility for her busy lifestyle. Just as importantly our team recognises that longevity has to be a prerequisite for any clothing collection. The Madly Sweetly team consciously reject the culture of over consumption and disposable clothing, which are negatively impacting our planet. Our design process is refined each season to ensure we cohesively evolve our shapes, prints and fabrics to compliment and mix and match for years to come.
At the same time our technical team work hard with suppliers to ensure the quality of our fabrics and garment construction withstand the everyday wear and test of time that is expected of all the sweet and sometimes slightly mad pieces in our collections.
A LOVE FOR LIFE + A LIFE WELL LIVED have been in our story from the conception of our business and sister brand Loobie’s Story in 2009. For us a life well lived involves the communities where we live, where we work, and where we travel. Visiting countries such as China and India twice a year, opened our eyes to both the positive and negative impacts of our industry and made us more determined than ever to ensure the people in our communities are treated with respect, work in decent conditions and earn fair wages. We continue to review our working practises, research to find better approaches and strive to reduce our environmental impact from the design stage all the way to how we deliver to products. As a small NZ company with high expectations we are at times considered a challenge. However we believe no matter the size, we all have a part to play if we are to change this industry for the better, and at Madly Sweetly we will continue to do just that.
