Fashion at the Beach

Over this Covid recovery period we have been encouraging locals to spend locally at our town centres with our ‘Do-it-Local’ campaign. The Shore has some of the best shopping in Auckland that we highlight constantly in Channel. It just makes sense for us to support our local retailers who have done it tough in 2020 and 2021. As we go through the rejuvenation of its town centre – the fantastic enhancements for Hurstmere Road and the development of the new town square – Takapuna Beach remains a leading shopping destination for just about anything you need. It is particularly strong in fashion. In this special Channel Mag ‘Fashion at the Beach’ feature we highlight the fashion and related options that are right here at Takapuna Beach.

A stroll through Hurstmere Road in Takapuna has changed in recent times. Over the past 12 months the main street has been undergoing a rejuvenation aimed at making it more people-friendly. This project is into its final stages (completion later this year) and positive results can already be seen: slower traffic that travels one way; shared spaces with wider pavements; new streetscape furniture and planting to create a real community feel. It’s starting to look and feel good. Combine this with the iconic urban beach and other local favourites – such as Shore City Shopping Centre, the new 420-space Toka Puia Public Carpark and the reputation for great cafés, bars and eateries – and you can see that the future looks bright for Takapuna Beach.

Shore City Shopping Centre

Takapuna Beach Business Association CEO Terence Harpur says that Takapuna Beach has a huge variety of stores, with a real strength in style and fashion.
“We have over 100 retail stores in Takapuna with close to half of those in the style and fashion space. We have everything your wardrobe needs to keep you in style, warm and looking great this winter! Along with our great range of stores, we also have a multitude of cafés,  restaurants and eateries, along with our stunning beach, to complement your day out while getting some “retail therapy”. Despite the well-documented rejuvenation work taking place, we have also never had so much affordable parking in Takapuna which makes shopping very easy for those who love fashion. There’s the brand new Toka Puia carpark in Northcroft/Huron Street, Anzac Street carpark remains open, as well as the Killarney Street public carpark at the Bruce Mason Centre and Shore City’s big carpark with over 860 spaces. On top of this there is heaps of on-street car parks as well as Wilsons network of handy smaller car parks, making a total of over 4000 carparking options in the Takapuna town centre.”

Shore City – Farmers entrance

Parking is very affordable in Takapuna as well. The first three hours are free in the Shore City carpark and parking is just $1 per hour (50c with the AT App) at the Killarney Street and Toka Puia car parks, the two public carparks, with a maximum of $8. Anzac Street Carpark is $1.50 per hour for the first two hours and then $3 per hour after that. On-street parking is free for teh first 10 minutes, then $1 per hour.

As well as lots of parking, Shore City is also home to a range of fashion stores – for women and men. These fashion stores include Country Road, Cue, Veronika Maine, Duck Limited, Farmers, Glassons, Hartleys, Jacqui-E, Just Jeans, Portmans, Rodd & Gunn, Barkers, Rembrandt, Bendon Lingerie, Stirling Sports, Amazon, Merchant, Mi Piaci and Hannah’s –no fewer than 19 fashion stores and some big brand names. LookSmart is another popular local store at Shore City for clothing alterations.

Barkers – Shore City

Country Road’s latest collection of knitwear embraces luxury yarns that have been expertly knitted to ensure they hold shape for years to come. From sculptured and refined to soft and relaxed, they’ve mastered the silhouette, composition and construction of their knitwear for superior quality and comfort – for women and men. Take a look at Country Road in Shore City.

The team at Barkers in Shore City don’t forget their commitment to responsibly crafted gear for men that takes you where the signal ends.

They say dressing for winter 2021 is all about chunky knitwear, well-constructed footwear and damn good denim – built for today with tomorrow in mind.

Duck Limited has recently re-located to a new larger store on level two in Shore City. Duck is a fashion, homeware and gift store that appeals to the fun and funky side in everyone. Fashion items include clothing, bags and jewellery, and fashion such as this featured Elm Mae cord dress, winter knitwear as well as Karen Walker and Boh Runga jewellery.

Rembrandt – Shore City

Rembrandt in Shore City believe too many men compromise on fit. Last year they set out on a mission to change that. They wanted more men to experience the feeling of a well fitted piece of clothing: the right fit, fit for them, and the confidence that comes with it. This season for the first time ever, they’ve added longer and shorter overcoats to their collection. This means if you’re a little shorter or taller, you too will be able to experience what many take for granted. It’s the start of a new direction for Rembrandt and they tell us they have plenty more coming.  

Back to ‘main street’, where Hurstmere Road is a hive of activity these days. It is also home to loads of fashion stores. These include Augustine, Kilt, Seed Heritage, Decjuba, Recycle Boutique, Ruby, Lululemon, Merrell, Life For Men, 3 Wise Men, Fifth Avenue Diamond Jewellers, Michael Hill and Innes Jewellers. Lake Road is home to Repertoire and Superette; on The Strand you find Tosca and Aktivworx; Federation and Trelise Cooper’s CO-OP are in Northcroft Street and Chantal’s Boutique is on The Promenade opposite the main entrance to Bruce Mason Centre.


Augustine, right in the heart of Hurstmere Road, is a New Zealand label owned by Kelly and Nathan Coe and is a high-end women’s clothing label that offers collections full of colourful, fun and gorgeous special occasion clothing as well as luxe daywear pieces. 

The Takapuna store has been open for almost three years and has a beautiful range of winter clothing and shoes in-store as well as a gorgeous fine jewellery line.

As well as having a store in Takapuna – 104 Hurstmere Road – Kilt’s clothing is all made right here in little old New Zealand as well. They opened their our own manufacturing company ‘Made-It back’ in 2015 and they’re even under the same roof as their design room in the Hawkes Bay.

Take your look from work to weekend (and everything in-between), in Decjuba’s most iconic jean ever – the Riley jean.


Pair it with the Morgan Crombie coat and Camilla knit for your next effortlessly-cool outfit. As pictured, the team from Decjuba in Hurstmere Road have the Riley Skinny jean for $99.90, Morgan Crombie coat in soft grey for $199.90, and Camilla knit for $114.90, in store now.

Ruby Creative Director Deanna Didovich presents Champ – Ruby Champ 2021. The collection is a nod to the change Ruby wants to see. Four of the faces in the collection were cast through the brand’s first open Rubettes casting. Champ is about standing out, being daring and asking yourself – If not you, then who? Staying true to Ruby’s playful vibe, pops of vermilion, pink and pistachio marle sing in new knitwear. Shop new arrivals at Ruby Takapuna (8 Hurstmere Road – near the Lake Road intersection) or online at

Recycle Boutique Takapuna has recently moved just down the road to 95 Hurstmere Road. Just look for the yellow recycle sign! While the look is new, they still offer the same convenient service of selling your clothing, shoes, and accessories on behalf. Just book a pick up, or an express drop off online.

3 Wise Men

One day in 2004, three guys – all mates – were having a general chat about life, as you do. They got to the topic of shirts here in New Zealand. All three had lived overseas where selection, price and the ability to buy on-line meant that shirt shopping was actually a pleasure. They noticed that while a lot of guys here would still rather cut off their arm than go clothes shopping there was an increasing awareness of fashion. So they decided to put their money where their mouths were and established 3 Wise Men. One of their stores is right here, beside Ruby, at 6 Hurstmere Road.
3 Wise Men Takapuna has blazers, knitwear, shoes and of course shirts in store now for winter. Blazers are perfect for all occasions to wear with smart trou, chinos or denim. Their knitwear collection has a full colour range of fine-gauge pure merino and 100% lambswool heavier weight knits – the perfect winter layer no matter the conditions. Shirts for everybody in every colour: check, stripe, plain and print. New leather boots or shoes for the start off the winter season.

Fifth Avenue

Over the road at 5 Hurstmere Road is iconic Takapuna store, Fifth Avenue Diamond Jewellers.

Owner Adrian Turner says one of the trends they are noticing is a return to big, bold coloured stones.

“Customers are now looking for something different, and as a result we have made some stunning pieces recently. Catering to a variety of individual tastes, we are sourcing stones internationally that are a little bit different – exotic and less traditional than their ruby and sapphire counterparts – with us designing and crafting something truly unique.”

Life For Men

Scott Donavan’s Life For Men store has been a fixture in Takapuna’s Hurstmere Road for 20 years. Scott’s fashionable leading brand menswear, paired with Life For Men’s superb service and advice, has created a very strong following over that time.

Their brands include Ted Baker, SuperDry, Hugo Boss, Diesel Clothing, Pepe jeans, Bertigo, and Scotch & Soda. Scott says that winter 2021 sees blazers being huge; there are great coloured jeans and they also have a great range of Fil Noir shirts from Italy.


Pop in and see Scott and his team of Wendy, Gabby and Olia – his very first store manager who has recently returned from overseas. Make sure you like their Facebook and Instagram pages. They have a massive following on social media and are posting new instore items regularly! Apparently it’s really easy to buy on their social media platforms as well. See them in-store at Life For Men, 31 Hurstmere Road.

Repertoire has been part of the Takapuna fashion scene for many years – a decade or more. The brand was created 15 years ago by three close friends who wanted to share and celebrate life and fashion with other like-minded women. Their overarching philosophy has always been to inspire and support women by creating clothing that gives them everyday self-confidence. Their New Zealand heritage is paramount to their success. Takapuna is home to one of their seven beautiful service-driven stores featuring their New Zealand inspired, designed and made clothing. Discover designer fashion with an edge. Their elegantly-relaxed fashion pieces are easy to put together, versatile, comfortable and designed to last. New collections drop every week. Shop the latest arrivals in-store at Repertoire on the corner of Lake and Northcroft Road or online now at

Tosca and Salome

Tosca and Salome luxe bohemian-inspired womenswear store is located at 2 The Strand in Takapuna, behind Michael Hill Jeweller’s store. They offer slow, sustainable fashion with all natural fabrics. Stockists of Spell, Rowie, Kathryn Wilson, James Smith and their own best-selling Tosca range. Their new season range is in store now, just arrived in early June. Sign up online for 10% off your first order with loyalty points and same day shipping available. Pop in and see them at Takapuna Beach!

Certainly plenty to choose from at Takapuna Beach for those who love fashion. Do it local when you are shopping for fashion!

Issue 120 June 2021. Click HERE to view the article in Channel Magazine online.

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