Because supporting New Zealand businesses has been our passion since 2011
Because there is nothing more sustainable than finding goods that already exists
Whether it's our inspiring Karangahape community, our local makers, or our staff (both past and present), community is our favourite part of operating Crushes.
For this reason, we started Crushes Social Club, an event programme of workshops, clubs, parties and markets where you can meet like-minded people, and do life together. Because we're not just a shop, we are a community of creatives, environmentalists, and lovers of great design and individuality. It's our great joy to link up like-minded people and offer fun and creative activities!
Rose and Sarah met in 2010 and instantly bonded over their love for vintage and retro clothes. Rose was selling her wardrobe on Trademe, meanwhile Sarah was hoarding bags and bags of clothing that were too good not to snap up. Sarah offered that they should start partner up and offered to use the shop-space that was below her flat. That is when they started The Bread and Butter Letter (later re-named to Crushes) which opened in 2011.
Because Sarah and Rose loved vintage and craft markets, they posed the question, 'what if a market was open all the time? Makers would be able to spend less time manning a stall and more time making'. This idea led them to make a store with 100% NZ-made goods paired with vintage.
In this beginning phase, there was an emerging conversation about conscious consumerism (though that term hadn't been coined yet). They realised what they were offering wasn't just cute, but was important; By buying NZ Made, you can best support the local economy. And by buying pre-loved clothing, you can opt out of questionable labour practices. Sarah and Rose decided to use the shop a way to offer a guilt-free shopping experience, and as a way to educate consumers about consumerism.
In 2013, Sarah and Rose took a big leap of faith and leased a three-story commercial building on Aucklands infamous Karangahape Road which is the perfect match for Crushes.
In 2021 they did a big re-modelling to the space which included incorporating a recycling and re-filling station on their mezzanine to take the idea of conscious consumerism to that next level where customers are invited to return and re-fill their Crushes goods to make their products more circular.
They launched Crushes Social Club in 2022 as a way to come together after years of isolating covid, which makes this Karangahape Road location a place for people to come together and learn and play.
Your shop was what started me and my friends on our journey to becoming more creative with fashion that wasn't hurting Papatūānuku
The service and peeps working there are amazing - I'm always greeted like an old friend
Chatting with your staff and visiting your store was one of my favourite moments of being in New Zealand!
The manager bought me one of the candles when I was in a dark and dangerous place in my brain to cheer me up. I still burn it whenever I am sad. Your store isn't just a shop, it's a family
