For the dreamers.

Lovelock began with $300, a borrowed camera, and a box of tees in a Dunedin bedroom. No investors. No hype. Just a summer job and a dream that wouldn’t go away.

Our first 30 tees sold out, not because we had clout, but because people saw themselves in what we were building. From the Heartbreak Tee to the Window Cleaner Drop, every piece has been a step in the same direction: forward.

We’re not just selling clothes, we’re building a uniform for anyone making something out of nothing. Whether you're up before the sun or out way past midnight, we make gear that fits that lifestyle. Oversized cuts. Heavyweight cotton. Built to last.

Now fully self-funded, our latest collections like The Wave Tee and SDA Collection reflect everything we’ve learned, and everything we still stand for:

Small-batch releases. Clean designs. And a deep respect for anyone making their own path

We’re not here to follow trends. We’re here to back the ones doing it different.

What We Stand For

  • Built to Move

    Heavyweight cotton. Oversized fit. Gear made to last, whether you’re out with the crew or putting in work.

  • Real Over Perfect

    We’re not trying to be flawless, we’re trying to be real. Our drops are raw, honest, and speak to people like you.

  • Made Local

    Born in Aotearoa. Lovelock is a movement that starts at home and grows with the people who wear it.
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