Before relocating to Melbourne, Rarefied started in Auckland with a mission to turn the youth culture of fitting in on its head. Rather than create clothes that are designed to blend in, the label’s founders were inspired to craft a label that was focused on influencing and trailblazing rather than following. From humble beginnings making their own clothes as teens, the label’s founders evolved their passion for standing out into a fully-fledged operation.
The Rarefied label has released three collections to date, each packed with statement pieces and premium basics that are sure to anchor any wardrobe. The most recent drop from the collection is Haze, a wintry edit heavy on the browns, blacks and denim. Trench coats, loose-fit tees, jeans, bomber jackets, shorts and coats are just some of the goodness on offer, all designed with a casual cool visual in mind but still loaded with thoughtful details. Although premium in aesthetics and quality, Rarefied pieces don’t come with the designer price tag – the label has kept things exceedingly affordable, meaning you can look expensive without forking out thousands of dollars for a jacket or jeans.
Ready to step away from the average? You can shop Rarefied’s full range through the brand’s online store.