Get ready, because Crushes is reinventing the department store experience, and it's all happening on Karangahape Rd! Co-founder Rose Hope is leading the charge, and it's a story of community, history, and a fresh take on retail.
Picture this: a space where gothic silks, lace, and leather meet, all gathered outside 225 Karangahape Rd. It was a symbolic farewell to their original home, as Crushes prepared to move just a couple of doors down.
Today, Crushes has officially opened its doors at the corner of Karangahape Rd and Pitt St, welcoming a crowd of eager shoppers and neighbors. This new location is nestled within the historic pink Pitt St Buildings, which were built way back in 1904.
This building has a rich history, previously housing menswear retailer Leo O’Malley, a staple since 1935 until its closure in 2019. The new space is a dream come true for Hope, who remembers admiring the storefront during her childhood.
Crushes has been a haven for vintage and second-hand clothing, alongside New Zealand-made homewares, art, and slow fashion since 2011. Hope opened the first location with Sarah Firmston in 2013. The new space is estimated to be six times bigger than the last, and will offer a department store-like experience.
Shoppers can explore islands and zones, with multiple vendors sharing the space. They'll even have their own version of tearooms, offering matcha from Thea and vintage menswear. Crushes also plans to host other creatives in the future.
Hope believes this model helps founders share the load. "Collectivising creates this really healthy business. Instead of a really scary, risky upgrade, it becomes this calming sharing of resources.”
This move also highlights the growing importance of community events at Crushes. The Crushes Social Club launched in 2022, hosting clothing swaps, knitting circles, book clubs, film festivals, mahjong tournaments, and classes on tatreez (Palestinian embroidery). Hope is excited to host these events in a space that can accommodate more people. Plans include a community noticeboard to showcase local activities.
In the new year, the first event will be hosted by Ella Cunningham, the founder of Els Lover. Overall, Crushes is becoming a platform. "Crushes is essentially going to become [a] curator and facilitator that brings small business and creatives to a really hungry and eager audience," Hope says.
But here's where it gets controversial... What makes Hope so optimistic about retail on this street? She loves visiting owner-operator businesses, like No. 7, the Lebanese Grocer and Lambs Pharmacy. She sees a shift in shopper attitudes, with more people valuing New Zealand-made slow fashion. They are willing to pay the price. "I think we have moved on in our understanding of production and manufacturing, and people know the worth of local craft and artisanship. There’s money for it and it’s really exciting.”
And this is the part most people miss... There are significant changes coming to the precinct. The City Rail Link (CRL) Karanga-a-Hape Station is set to open in 2026. Crushes is strategically located, right in view of the station entrances. The storefront proudly displays its values: NZ MADE, SLOW FASHION, CREATIVITY & COMMUNITY. "It does feel like the street is changing and on a precipice of people truly valuing it and being able to access it.”
What do you think about Crushes' innovative approach? Do you agree that the community is embracing slow fashion and local craftsmanship? Share your thoughts in the comments below!
