Penny Williams’ story began in true, old-fashioned Kiwi spirit: with a bit of innovation, design flair and DIY. Now her business Hide & Seek Clothing has bloomed beyond her wildest dreams.
Like many of us with young children, Penny Williams was always on the hunt for something that was warm, practical and durable for her children to wear. ‘I wanted the kind of clothes I wore as a child, that would be hard-wearing and translate from the farm to town,’ she explains.
A task not for the faint-hearted. ‘It was never meant to be a business,’ she laughs. ‘I knew what I was looking for and couldn’t find it. The intention was to get Mum to sew some clothes for the kids for me, but the Kaikōura earthquakes meant she couldn’t help any more [due to her location just out of Seddon, Marlborough], so I ended up borrowing an overlocker and setting to work. I was a bit surprised when people started stopping me in the street asking where I got my kids’ hoodies from. It just ballooned from there!’
Hunched over her sewing table in the dining room, the seeds of her now flourishing business, Hide & Seek Clothing, were sown.
Initially, the launch of her first range of children’s hoodies in April 2017 was a labour-intensive process. ‘I had a range of colours and fabrics people could choose from – customising their hoodie – right down to the detail colour and pattern on the pocket,’ she explains. ‘I would then sew the jerseys and post them out. I quickly realised this wasn’t going to be sustainable!’
The decision was made to simplify the process and take the extensive choice out of the equation – something that didn’t deter her customers. ‘The hoodies have remained a staple, and while I have continued to offer them in bold colour combinations and with the signature detailing you find in our Hide & Seek garments, the most popular aspect of them is the high-quality, thick cotton they are made from. This whole business began from a desire to get away from polyester and produce clothing that was practical, warm and able to be worn on repeat.’
By early 2018 Penny’s children’s collection was flying out the door with shirts, dresses, skivvies and skirts also now available, and she had plans for expansion into a complementary women’s range, much to the delight of her regular customers. However, the closure of local textile manufacturers limited her next move. ‘Natural fibre fabric supply seemed to vanish almost overnight,’ she recalls. ‘Plus with a baby and a toddler, designing, cutting and sewing every piece myself was no longer sustainable. It was time to outsource. I had no choice but to look overseas. Importing rolls of fabric to continue production here just wouldn’t have been viable.’
Juggling young children and helping her husband Mark on their sheep and beef farm in Lake Opuha, Fairlie, meant a trip to China wasn’t on the cards, but Penny didn’t let that deter her. ‘I tried out a number of manufacturers, [and] some were shocking,’ she laughs. ‘There was lots of to and fro and samples sent back and forth but now we have established a strong relationship with several wonderful manufacturers who have access to so many amazing fabrics. I say what colour and type of fabric I am after and they walk out the door, down the road into vast fabric houses and find it.
‘It was really important to me that whomever we partnered with had ethical values, detailed workmanship and enabled us to flourish and grow. Which is what we have achieved.’ And that she has, with a multi-faceted clothing range now available – for every member of the household.
In 2020 Penny took to her sewing machine once more to design a shirt, this time for women. Made from 100 per cent linen, 100 per cent cotton or a combination of the two, the shirts are beautifully soft and come in a range of colours, each one boasting a little something unique – be it perfectly placed pleats, floral detailing or contrast cuffs, they are exactly what Penny dreamed of. A beautifully made garment designed with comfort and longevity in mind, that can transition from ‘farm-ready, to town-ready, to party-ready’.
‘Every piece, whether it is for men, women or kids, is intended to take you from the farm to the sports sideline, to dinner out with friends,’ she shares. ‘They are designed, and made, to stand the test of time and never go out of style.’
Despite an initial reluctance to outsource, Penny remains hands-on in every other aspect, designing every piece, from the fabric choice to the buttons … right down to the thread. And the dining room table continues to play an essential role, for every item is sent direct from China to Lake Opuha, where Penny goes over it with a fine-tooth comb. ‘Distribution will always be from here as it is really important to me that every piece going out the door has been checked and seen by me.’
Penny is incredibly grateful to those around her, especially those who get roped into being models. ‘Wherever possible I endeavour to support and use local, which means using local photographers and of course local mums and kids as my models. I love seeing my designs on real people who live the life that I live and understand the timeless nature of the pieces.’
With some beautiful new designs set to launch in time for summer, there is much to love about this heritage range of clothing. Reminiscent of simpler times, Hide & Seek garments will transport you to days gone by – while lasting the test of time.
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