FEATURE: Atér

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From the quiet hum of a sewing machine to the sweeping hills of Otago, the story of Atér is stitched together with heritage, passion, and purpose.

For founder and designer Georgina Lawson, fashion has always been more than fabric and thread. Her earliest memories are of sitting beside her grandmother, Reta, a skilled dressmaker, where she first began sketching, cutting, and sewing her own creations. That love of craft only deepened in London, where she fell for the art of winter dressing. Yet, it wasn’t until her return home to New Zealand that her journey truly took shape.

Frustrated by the lack of stylish winter coats designed locally and crafted from New Zealand wool, Georgina saw an opportunity to bring together her background in fashion, her farming roots, and a bold vision—to elevate New Zealand’s coarse wool industry and prove it could be both sustainable and chic.

And so, Atér was born.


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A Farm to Fashion Philosophy

The heart of Atér lies in Moana, the Lawson family’s third-generation sheep and beef farm in Otago. Running 3,000 crossbred ewes, the farm produces around 12,000kg of coarse wool each year. From this, Atér selects hogget wool—slightly finer than ewe wool at 31 microns—for its unique balance of strength, durability, and timeless appeal.

Every Atér coat is designed to endure. As Georgina notes, wool is one of nature’s most remarkable fibres: breathable, insulating, and biodegradable. By working exclusively with New Zealand processors, dyes, and manufacturers, Atér ensures the journey of each garment supports both local industry and the slow fashion movement. Even the finishing touches—recycled buttons and sustainable packaging—honour the integrity of the material.


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The Collection

Atér’s designs are an elegant reminder that practicality need not compromise style.

The Elgin Wool Trench Coat in Elgin Green – a contemporary classic that celebrates depth of colour and form.

The Original Wool Coat – available in timeless black and wheat, an ode to understated sophistication.

The Holland Wool Blazer in Navy – crafted for trans-seasonal wear and effortlessly refined, perfect from office to evening.

The Limited Edition Herringbone Holland Blazer – woven in Grey Marle/Navy Herringbone, this exclusive piece redefines the power of New Zealand wool with enduring luxury.


Each design is created with a relaxed fit in mind—sizes run large, encouraging effortless layering.


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More Than Fashion

Speaking at her recent pop-up event at Selvedge and Stitch, Georgina shared her vision with Editor-in-Chief Kia. What emerged was not only the story of a designer but of a custodian—someone deeply invested in the land, the fibre, and the people who shape it. Her understanding of wool’s potential is matched only by her dedication to presenting it in its most sophisticated form.

Atér is more than a label. It is a statement: that fashion grown, designed, and made in New Zealand has the power to be both beautiful and purposeful.

Discover more at @ater or explore the collection at ater.co.nz.