Hi, we're ETC 

Welcome

Hi, I'm Aliesha, the owner, designer and the person behind ETC Clothing.

I'm a proud mum of five, with baby number six due this October, and like many of our customers, life is busy, messy, rewarding and constantly on the go.

ETC Clothing was born over a decade ago with one simple idea, to create clothing that women genuinely love wearing. Pieces that are comfortable, practical, stylish and affordable without compromising on quality.

The name ETC came from the initials of my first three children, Elena, Tyler and Conner. Since then, our family has continued to grow, and so has the business. Today, Brax and Haylee have joined the family, and with another little one arriving soon, family continues to be the heart of everything I do.

The story behind the brand 

PROUDLY NEW ZEALAND OWNED

ETC Clothing is proudly based in the Waikato, New Zealand.

Every collection starts here.

I design every print, choose every colour, work on every fit and carefully select every product before it's manufactured by our trusted production partners.

Nothing goes onto our website unless it's something I'd genuinely be happy wearing myself.

I know clothing needs to work for real life

Made for real bodies 

We design for women of all shapes and sizes from S to 5XL, and we're proud that some of our most loved pieces are our XL and XXL styles.That's not an afterthought for us, it's the point. We want you to feel good the moment you put somethingon:room where you want it, shape where it flatters, and nothing that clings in the wrong place or sits funny. Comfort matters, but so does confidence, and our range is built to give you both.

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Honestly

How ETC works

I'll be completely honest with you: running a small business today isn't easy, and over the years I've learned some pretty tough lessons. 

I used to carry huge amounts of stock, hoping I'd have every size, every colour and every style sitting on the shelf ready to go. Sometimes it worked. But sometimes it meant thousands of dollars worth of beautiful clothing sat on shelves waiting for the right customer. As a small business, that's not only incredibly expensive, it's wasteful. 

So after a lot of thinking (and a few sleepless nights!), I made the decision to change how ETC operates. Today, most of our collections are made using a direct-to-customer model. It has taken years to source the best team to help me bring ETC to life, and once you've placed your order, your item is produced by one of our trusted manufacturing partners and shipped directly to you. 

For me, this isn't about taking shortcuts. It's about maintaining good pricing for you, and building a more sustainable business that can keep creating beautiful clothing for years to come. 

FAQ's

Our Commitment

What this means for you 

Because I'm not filling a ware giant distribution centre with products that may never sell, I can focus on what I love most: designing new collections, improving quality, and creating pieces I know you'll love. It also means I can release new designs far more often, offer a much wider range of styles and sizes, and keep prices as fair as possible without compromising on quality. 

The trade-off is that some items take a little longer to arrive, and I completely understand that waiting isn't always easy. We always make sure to outline clearly on the product page when a product has a wait time for delivery.

I believe in being honest with my customers. I'd rather you know exactly how we operate and why, because that's the kind of business I want ETC to be. 

If you ever have a question about your order, just email us and a real person, usually me, will get back to you. Every order you place allows me to keep designing, keep creating, keep supporting my growing family, and keep doing something I genuinely love. And for that, I'll never stop being grateful. 

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Marketing

A note on our photos 

You might notice that some of our marketing images are created with AI, and we'drather be upfront about that. Professional photoshoots cost thousands and take days toorganise, and for a small business those costs quickly end up in the price of every garment. Using AI lifestyle imagery for some marketing helps us show the personality and styling of a piece while keeping prices fair.We'll always do our best to show the real fabric ,fit, colours and details clearly on our product pages, because the clothing, the orders and the people behind ETC are all very real.

Pricing

Unique Designs, Fair prices, real quality 

We're not a luxury label and we don't want to be. Our aim is simple: distinctive, comfortable clothing at prices that stay accessible, without cutting corners on quality. Pieces that feel worth it, get worn on repeat, and earn their place in your wardrobe.

Caring for ETC

From Our Hearts

Thanks for being here 

Whether this is your first order or your fiftieth, thank you for supporting small, backing slow and intentional fashion, and being part of what keeps ETC going. Have a look around, find your newfavourite, and if you need a hand with sizing or anything else,we'reonly an email away.