World and the Watre
This time, however, it's all for a good cause. Together with The Warehouse, World has created an exclusive line of T-shirts to raise money for Auckland's Starship Children's Hospital.
Five dollars from every $15 T-shirt goes to the Starship Foundation to support a national video-conferencing network, the New Zealand TelePaediatric Service (NZTPS), which aims to connect communities to the best medical expertise possible.
Better known for dressing grown up's in their instantly recognisable, if slightly avant-garde garments, World designers, Denise L'Estrange-Corbet and Francis Hooper, have opted instead to make the T-shirts exclusively for children.
The five customised styles - featuring everything from bows to record players - come in sizes ranging from newborn to 14 years.
L'Estrange-Corbet said the decision to target children specifically was well thought out: she is hoping it will encourage them to think about others facing difficult circumstances.
While it has "quietly" supported many other charities this is the first time in the label's 17-year history it has undertaken a charity T-shirt project.
"We are conscious not to get on the 'designer bandwagon' and be involved in every charity T-shirt released or every charity event organised, as it tends to make you a 'charity celeb' and eventually you might as well be a cardboard cut out, as you pop up all the time," L'Estrange-Corbet said.
This is not the first time World, which has four stores in New Zealand and one in Sydney, has worked with The Warehouse, two years ago it was asked to redesign its staff uniforms which are just being rolled out now.
Asked whether this move could be the start of a new childrenswear range, she remained coy.
"World has always produced kiddies T-shirts for sale within our stores and wholesale. It seems so many designers are in a rush to beat other designers in terms of what they put their name to, but World has never been about that. We are about design and quality, not seeing how many items we can license with our name on, so in terms of what we have next, watch this space."