Sustainable Brand Nui Organics Launches Rebranded Website & A Merino Tencel™ Collection for the Entire Family

Choose well. Buy better. Live free.

“Buy only what you need, buy good quality natural fiber clothing that respects the environment and wont bleed microplastics into the ocean. Quality you can pass on or resell, extend the lifespan of every purchase. We aim to make sustainability simple for people.”

Nui Organics, one of the originators of premium quality, organic and natural fiber clothing for children, announced this week the launch of their new website and expanded offerings that includes apparel for the entire family – women’s, children’s and their first men’s collection.

Founded in 2004 by Amanda Searanke, at the heart of everything was her wish to make an impact on people and the planet.

“Respect for both people and the planet has always been at the core of the Nui brand. I wanted to create a brand that was good for the environment and everyone associated with it – growers, farmers, animals – and to be a place where families could shop for natural fiber clothing and feel empowered about their purchases making a difference for the environment.” says Serancke.

With the website relaunch, Nui introduces a new, cleaner, more minimal look, a new, refined logo, new packaging that is more sustainable, and their very first men’s collection. Serancke says, “It is a look we feel is more representative of where we seek to take the Nui brand.”⁠

While superb quality, intelligent design and safe, natural fibers remain their priority, the rebrand and expanded offerings introduce a broader selection of sustainable fibers, starting with a Merino Tencel™ Collection.

This new fabric blend offers the many benefits of Merino wool – breathability, moisture-wicking capabilities, temperature-regulation, and antimicrobial properties – with the addition of Tencel™, which is luxuriously soft and has 3x the moisture-wicking properties of even Merino wool.

This changes the game for people who love Merino wool who also want more versatility and high performance from their garments. With the new collection, people can wear these styles for a run AND out for dinner, and not even need to change between their activities!



This goes along with the new tagline “Choose Well. Buy Better. Live Free”. It’s a nod to choosing better so you can live with less. Less waste, less heaviness, less laundry, and less worry about constantly shopping to replace easily worn out fast fashion. The tagline is about living free of societal expectations and cultural paradigms. The world has changed, people’s lives have changed, and the planet has changed, demanding us to live more consciously so we all can thrive.



The addition of this new category and more sustainable options was part of Founder Amanda Searanke’s original vision. WIth climate change impacting human health, water shortages, food security, and even the pandemic, urgent action is needed at every level. Add in the 10% of ALL global carbon emissions being produced by the fashion industry and 85% of all clothing ending up polluting our oceans, bringing awareness to a seemingly small choice about our clothing can create a measurable impact that starts in our own closet.

Searancke, who grew up on a small farm in New Zealand, where proximity to and preservation of New Zealand’s beautiful natural landscape is central to her way of life, remains committed to upholding the brand values so they can create meaningful change in the world with highest regard for people and the planet at every step. The rebrand and addition of menswear illuminates her commitment to quality, sustainability and purpose.

“We are not doing enough to save the environment. We are rapidly approaching a future of more frequent wildfires, rising sea levels, unpredictable weather patterns and species extinctions, and to stop it, we need to raise our standards and demand more from ourselves and our clothing.” Searanke says.

“Buy only what you need, buy good quality natural fiber clothing that respects the environment and wont bleed microplastics into the ocean. Quality you can pass on or resell, extend the lifespan of every purchase. We aim to make sustainability simple for people.”

The brand is known for its premium quality designs of Organic Merino Wool made in minimalist silhouettes. Their high standards and chemical-free processing creates a finished garment that highlights the natural properties of wool, as an antimicrobial, moisture-wicking, temperature-regulating, and breathable fiber.

With values rooted in consciousness, community, compassion, transparency and mindful design, Nui aims to continue to empower its customers to take simple, small and sustainable steps towards improving their own lives and the long term health of our planet.

Choose well. Buy Better. Live Free.

ABOUT NUI ORGANICS

Born in New Zealand in 2004, Nui Organics is now at home around the world as a trusted resource for premium, sustainable family apparel designed to feel great, wear well, and make sustainable simple.

Based on a foundation of sustainable values, the brand is rooted in a culture of consciousness, community, compassion, transparency and intentional design that puts people and the planet first. We create high-quality low-impact apparel in timeless, long-lasting styles using only sustainable materials and an ethical supply chain.

We seek to empower families to create positive change for the planet.

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