Des Rusk of Longform

Can you tell us a little bit about yourself and your brand?

Longform is a New Zealand-based fashion brand that champions timeless design, quality, and longevity. It is grounded in working with merino wool — blending its vast natural qualities with timeless design for the everyday.
I’ve been in the fashion industry for over twenty years across a few different areas. When I'm not working, I’m typically running after two young children or trying to find some quiet time with my partner, Rebecca.

How did your journey start?

I studied Fashion Design at AUT and then got a job working for Little Brother and Crane Brothers. I went on to work on my own brand, Des Rusk, and when I wound that up, I taught fashion at AUT before working at Wall Fabrics, a textile importer and wholesaler, where I worked for 13 years up until recently. I’ve been fortunate to have great experience across many areas of the industry.

Can you share an interesting aspect of your work? Maybe a part of the product-making process or a unique work ritual you have?

Given it’s been a little while since I was last designing and creating product, I’ve loved getting back to the making process — in particular, the pattern-making side of things. It’s such an integral part of designing, and getting back to this side of the craft has been extremely rewarding.

What are the future plans and goals for you personally, and for your company?

I want to take Longform to the world and build a strong overseas presence. There is so much potential with merino wool, and I’m looking forward to exploring that. Personally, I’m just excited to be back designing and making product again, so if I can continue to do that and still have some time to spend with friends and family, I’ll be happy.

Quick Answers

An object or item I can't live without:
My set square.

My favourite online destination is:
Ssense.

Offline vs Online?
Online, then offline. Then repeat.