‘Mindblowing’: Huffer’s Steve Dunstan returns to the Hokonui Fashion Design Awards

When the crowd had gone home and the tables and chairs were being packed away at last year’s Hokonui Fashion Design Awards in Gore, two people remained in the stadium.

One was a young designer who had just seen her creation modelled on the catwalk for the first time, and the other was Huffer founder Steve Dunstan.

The two talked for about 40 minutes about the industry – and on Thursday, Dunstan said it was moments like that that made him come back to judge the awards for a second time.

“Something like this is where you get people together and great things come from it,’’ he said.

“That’s what it’s all about – passing on some knowledge, collaborating and investing some time into the people who are passionate about the industry. It’s why I came back.

“Where these people are now is not too dissimilar to where we were when we started out, and it’s great to see that passion and commitment.’’

He said he felt inspired by some of the creations on the catwalk last year.

“Some techniques, or certain elements, more so than one shining complete look, but the fabrications and the use of them … interesting takes on how you can put those elements together. It’s really inspiring to see people focusing on design elements, not just on aesthetics – they’re focusing on the storytelling, and the ‘why’ of the garment.’’

So what would it take for a young designer who is entering the awards for the first time this weekend to be as successful as Dunstan?

“Can we say, ‘having some balls’?’’ he laughed.

“I think belief is a massive part of getting there … there are so many opportunities to talk yourself out of it but if you keep yourself focused, then who knows? Everything is possible with some passion and hard work.’’

He described last year’s awards show as “mindblowing’’.

“It was quite overwhelming. There was so much work, so much talent, so many ideas and such a collaborative experience, it was just great to be part of, so I was really happy to be asked to come back and judge again.’’

Huffer, the streetwear brand that started in the late 90s grunge skateboarding and snowboarding scene, turned 25 last year.

Dunstan said the label was nicely placed in the market to weather New Zealand’s recession, but designers needed to be focused and work a bit harder to retain their place in the market.

“We’re a national brand and we’re relatively well known. I think fast fashion might hurt a bit and luxury brands might hurt but we’re in this beautiful space in the middle. You also have environmentally conscious people who want to buy things with longevity.

“There’s always opportunity within any challenging environment, so its about being smart. It’s about really tuning in to why you’re doing it, and understanding your customer … it’s a balance between leadership and giving them what they need.

“If you give them some innovation and something new, and they understand where you’re coming from, then that’s where the beauty comes from, I reckon. People need to be clothed, so give them a good proposition.’’