You may or may not have heard of ilabb – but you should remember the name, as it’s the latest New Zealand retailer to infiltrate the American market. The brand is reaching customers worldwide through its pop-up stores and brand ambassadors with huge fan followings. Its creative director and co-founder shares the story behind its success. ilabb started as a bike decal company in 2007 founded by Seadon Baker, a sign writer and a professional bike rider and Matt Saunders, an architect. However, they soon found the market for apparel was a lot bigger than the one for decals, so clothing became the main focus for the brand. Saunders, the creative director, says ilabb considers itself the most commercial streetwear brand in New Zealand.

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