Māori-owned streetwear brand EFFN sees successful launch of 'Aura' collection

Joseph Guenzler Published October 4, 2024 at 10.30am (AWST)

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The EFFN team held a successful drop for their Aura collection on the Gold Coast on Thursday. (Image: Joseph Guenzler)

Māori-owned streetwear brand EFFN Clothing hosted a pop-up event on the Gold Coast on Thursday to unveil their newest "Aura" collection.

Founded in 2017, the Sydney-based brand has gained a loyal fanbase for its grassroots approach to fashion and strong presence on social media, which has helped them grow a significant following both locally and internationally.

The event took place at Milky Space, where eager fans began lining up from as early as 8am, well ahead of the midday opening.

*EFFN Clothing founder, Wairua Takarangi. (Image: Joseph Guenzler)*

Te Ati Haunui-a-Pāpārangi and Ngā Puhi man and brand owner Wairua Takarangi, said EFFN brings his ideas and cultural identity into the streetwear scene.

He designed the entire 'Aura' collection from scratch using only his iPad.

"It's an opportunity for us to be in contact with our community," he said.

"More importantly it's to provide an experience."

*Customers came in waves for hours to purchase items from the Aura collection. (Image: Joseph Guenzler)*

The 'first come, first served' system added to the excitement, with many attendees hoping to be among the first to purchase items from the exclusive collection.

Amen, from Brisbane, is a long time EFFN customer and was the first in line which earned him a complimentary pack from the aura collection.

"This is my third pop-up." he said.

"The way he creates his stuff, it always gets people's attention."

*The Aura collection, designed by Wairua Takarangi. (Image: Supplied)*

Mr Takarangi's vision for the collection was inspired by Rastafarian culture, with bold colours like orange, green, and yellow being the central theme.

According to Mr Takarangi, the goal of the collection is to give a sense of 'aura' to those wearing it, allowing them to express themselves through vibrant and culturally significant designs.

"The inspiration behind the Aura collection is all about that aura - that energy... and rasta vibes," he said.

"Because the best energy comes from music and I like to tap into that."

*EFFN-Y Fitted hats were a popular choice among customers at the pop-up. (Image: Joseph Guenzler)*

Heavily inspired by 90's nostalgia, Mr Takarangi began EFFN by releasing a series 90's hip-hop graphic tees.

Since the early days he has continued to innovate with his designs, drawing inspiration from his Māori roots, while dropping a camouflage collection basing designs on native flora from Aotearoa.

EFFN's latest drop continues to solidify its position as a brand that values cultural expression while connecting with fans through unique and meaningful fashion choices.

"Today went beautiful - I'm so grateful that people turned up," he said.

"Shoutout to the team and everybody that helped out."