Our Story

Welcome to Luciani The Label.  Our story is simple really. We are a small whānau based in the Far North of Aotearoa, grounded by our love for nature and an appreciation for quality organic clothing that is gentle on sensitive skin.  Our brand was born from a desire to bring those two worlds together- creating baby and childrenswear that reflect our values as a whānau.

Our values include:

  • Sustainability
  • Transparency
  • Wholistic wellness
  • Social responsibility

Our promise:

In everything that we do, we genuinely care about our footprint as a business, as a whānau and as individuals.  We are committed to treading lightly throughout our production, sales and shipping processes here at Luciani.  We acknowledge there is always room for improvement, we have made a start by implementing the following practices:

Thoughtful Materials

We only use certified organic fabrics that are gentle on delicate skin and free from harmful chemicals. Our cotton is GOTS-certified, ensuring every thread is kind to both pēpi and Papatūānuku.

Mindful Making

We produce in small, considered batches to reduce waste and ensure quality. Each piece is made to last — designed for hand-me-downs, shared wardrobes, and memories in the making.

Ethical Practices

We partner with makers who share our values: fair wages, safe conditions, and respect for people and culture. 

Eco-Packaging

From compostable mailers to plastic-free swing tags, we package with intention. No excess. No waste. Just what you need, in the kindest way possible.

Giving Back

We're proud to support our local hapori (community). Whether it's through product donations, parent-focused initiatives, or native planting programs, giving back is woven into everything we do.

Empowering Whānau

We believe knowledge is power. We share sustainable living tips, garment care guides, and real kōrero on parenting, because our impact goes beyond clothing — it’s about raising the next generation with intention.

Every stitch carries our story, our values, and our vision. Thank you for being part of this journey with us — we're so grateful to share it with you and your little ones.

Nina, Kani + Lucija x