All Black the new black?
Inspired by the black-clad Kiwi rugby marauders, Haka is a range of casualwear -T shirts, fleeces, jackets, pants and cargo shorts - accessories and bags targeted at the male 30 to 55 demographic.
The concept is the brainchild of Haka NZ director Bob Mills who launched the brand, modeled by five legendary former All Blacks - Buck Shelford, Frank Bunce, Todd Blackadder, Ian Jones and Alan Whetton - in Auckland recently.
The quintet are stakeholders in the brand and have each had a say in the likes of colours and styling of the line.
Sized from small to 3XL the range should more than accommodate the generous proportions of its target market, many of whom will be former players, Mills said.
Most of the pieces are made from 100 per cent combined cotton. The trousers feature a teflon finish added to natural cottons, while the jackets are constructed from waterproof and breathable polyesters. Price points range from $50 for T-shirts to $80 for polos.
"We are aiming at males 30 to 55 who have an interest in sport and have designed the range around lifestyle rather than active sportswear. It's perfect for after-game wear or for watching sports."
Haka has already secured 20 stockists in New Zealand and has agreed upon a sole distributor arrangement with Timbeka in Australia who has placed orders for the balance of its summer and winter 2007. Further afield, Mills said the brand would gain traction in countries where there is an awareness and respect for the Haka (the bloodcurdling Maori war challenge performed by the All Blacks before every game) and a strong rugby association with New Zealand. To this end the trademark has been registered in France, UK, Japan, USA as well as Australia."