The designer talks to Madeleine Crutchley about her move to a bigger stage, the ins-and-outs of making local production work and embracing positivity in the next chapter. <\/p>\n
Kate Megaw of Penny Sage designs for New Zealanders who want to dress smart. <\/p>\n
\n She embraces natural, breathable fibres, blends
\n wonderful fabrications with wearable cuts, and aces academic plaids.\n <\/p>\n
When the label first launched, journalist and editor Zoe Walker Ahwa called the designer \u201cquietly intelligent\u201d. It\u2019s an apt characterisation and one that has stuck \u2013 Penny Sage pieces are clever, easy-to-wear and always interesting. Megaw is an achiever who affects modesty often and works hard behind closed doors. <\/p>\n
This year will be her 14th in business. It\u2019s a fresh era for the label. In October, Megaw made the move from a smaller space in Kirk St, a studio tucked around a corner and with minimal signposting. <\/p>\n
Now, Penny Sage sits on a historic Grey Lynn block alongside fellow new generation New Zealand designers Dominique Healy and Rachel Mills. <\/p>\n
Renovations at her last location stirred a craving for change that continued to build in 2025. <\/p>\n
\u201cIt almost spurred me to move on because it was so fun and inspiring.\u201d <\/p>\n
Photo \/ Greta van der Star<\/p>\n
The designer was unsure what this change might look like. Design on a smaller scale? Try something bigger? <\/p>\n
Then, Megaw visited designer Thom Morison in the Great North Rd spot, as he was winding down his namesake label in April<\/a>. She queried who would be picking up the lease \u2013 he passed on quiet encouragement that she could. After a few weeks of rumination, she took up the offer. <\/p>\n \u201cI always wanted a storefront.\u201d <\/p>\n The store is wooden and warm, produced by Hannah Broatch and Mason Rattray of Hatch Workshop. Artworks by collaborator Briana Jamieson hang on the walls and the \u201cspooky\u201d florals also haunt velvet garments stocked on the racks (artist collaborations are frequent for Megaw). A central table presents accessories made from off-cuts and slow production values. <\/p>\n We\u2019re tucked in the workroom upstairs \u2013 a space that is increasingly rare to have in-house in T\u0101maki Makaurau Auckland. There is a huge bench in the centre of the room, rolls of fabric piled underneath. Under the window, which frames a glimpse of the city skyline, sewing machines and spools lie in anticipation. Coffee in tulip cups plucked from Florets next door clink as we chat. <\/p>\n This new location on Great North Rd, among the busiest streets in the city, will introduce Penny Sage to people beyond those trekking the back streets. Put simply, it\u2019s a bigger stage. Why this spot? And why now? <\/p>\n The roomy second-floor workroom was a draw. But, it\u2019s also reflective of an attitude shift Megaw is sensing in herself and her surrounds. She references a sense of momentum but also a want to buy in and support the local fashion scene.<\/p>\n \u201cI guess it\u2019s our way of being like, we believe in this city and we want to be a part of it.\u201d<\/p>\n Making the most is a familiar idiom for Megaw. She\u2019s worked in local fashion since the 2000s. At Miss Crabb, she was a workroom assistant \u2013 Kristine Crabb also invited the budding \u201cclothes-obsessed\u201d designer to retail early designs in store. <\/p>\n \u201cKristine really took a chance on me \u2013 when I think back, I was really underqualified and she was so open. She was always really supportive and I think that gave me a chance to explore and try it out. I was so naive … I\u2019m so grateful for that time.\u201d <\/p>\n Then, a \u201cserious\u201d job as a cutter and pattern maker at Karen Walker, where she worked closely with head pattern makers and mentor Jean Peters. <\/p>\n In between, there was an internship in Belgium for designer Christian Wijnants. It was \u201camazing\u201d but also affirming for what Aotearoa had to offer. <\/p>\n \u201cIt really opened my eyes to the international fashion industry and made me realise, too, that what was happening here was quite special.\u201d <\/p>\n She launched Penny Sage in 2011 with the help of a New Zealand Trade & Enterprise grant. This, Megaw says, was pivotal. <\/p>\n \u201cI would never have been able to do it without that. I\u2019ll definitely be advocating for them, for the future generation.\u201d <\/p>\n \u201cIt\u2019s definitely a bit of a forgotten industry.\u201d <\/p>\nPhoto \/ Greta van der Star<\/p>\n
Photo \/ Greta van der Star<\/p>\n
Penny Sage look from the Greathounds show at New Zealand Fashion Week Kahuria 2025.<\/p>\n