Federation celebrates 25 years in fashion retail, embracing its roots and welcoming the next generation.
There aren’t many Kiwi fashion labels that can say they’ve made it through 25 years of changing trends, retail upheaval and plenty of twists and turns along the way. Federation can.
And for a brand with such strong Auckland roots, it feels especially fitting that its flagship store is right here on the North Shore, in the heart of Takapuna.
Founded by Jenny Joblin in the early 2000s, Federation quickly established itself as a premium skatewear label. Since then, it has weathered international expansion, liquidation, reinvention and the rapid transformation of retail, all while building a loyal following of customers across the country.
Now, as Federation celebrates its 25th anniversary, Jenny says the milestone feels particularly significant given the challenges currently facing the New Zealand fashion industry.
“Twenty-five years is a quarter of a century. Just saying that out loud feels surreal. It’s such a special moment to stop and celebrate everything we’ve built, but for us it’s also about looking ahead. Federation has always evolved and this anniversary is really about the next chapter.”
For a North Shore brand, that ability to evolve feels particularly relevant. Takapuna has long been one of Auckland’s key retail and fashion hubs, and Federation’s flagship has become part of that local mix – a place where longtime customers and a new generation can find the brand in person.
Jenny says Federation’s willingness to keep reinventing itself, while staying true to what its customers love, has been key to its longevity.
“Fashion has changed enormously since we started and so have we. We’ve stayed true to our roots with premium denim, hoodies and tees, but the brand has naturally grown up alongside our customers.”
Federation launched in 2001 with a vision of blending fashion with streetwear.
“We started with what we called ‘high skate’ – a beautiful skirt with a hoodie, a leather jacket with denim. That’s always been who we are.”
That philosophy continues today, although the brand now describes its aesthetic as “stylewear” — a blend of elevated fashion and streetwear that reflects how its customers live and dress.
After debuting at New Zealand Fashion Week in 2004, the label was picked up by hundreds of boutiques across Europe, the US and Australia. But Jenny quickly realised that bigger didn’t necessarily mean better, particularly when it came to building a sustainable business from New Zealand.
“We realised some of those overseas opportunities weren’t even break-even once you factored in logistics. It was exciting, but it wasn’t sustainable.”
Rather than chasing global scale at any cost, Federation deliberately pivoted towards strengthening its online business and serving its local customers.
That decision has helped cement the brand’s connection with its home market, and its North Shore base remains an important part of that story.
But the road hasn’t always been smooth.
The business went into voluntary liquidation in 2014. Liquidators sought purchasers, but Jenny chose to buy Federation back and rebuild it from the ground up.
Looking back, she says the experience ultimately reshaped both the company and her approach to business.
“When we stepped back we realised just how iconic Federation had become to New Zealanders. People didn’t want to see it disappear, and that gave us the confidence to rebuild it properly.”
Business partner and husband Ben says those years changed how they define success.
“We’ve learned that sustainable growth matters more than chasing scale. We’ve seen enough over 25 years to know that making good decisions for the long term is what keeps you in business.”
“We’re also not in a position where we’re trying to take on the world anymore, and that was really important to us when we did our Federation 2.0. We just wanted to do what we loved and do it well.”
Now, Federation is evolving once again — and this time, the next generation is already at the table.
Jenny’s children Ryder (21), Monte (19) and Dusty (17) are poised to take the reins, already involved across creative design, product development and business operations.
“We’ve got multiple products that have come from the kids’ ideas,” says Jenny. “They’ve grown up around the brand and now they’re genuinely excited to be part of it.”
It’s a full-circle moment for a business that has grown alongside generations of Kiwi customers.
Today, Federation has a nationwide retail footprint, a flagship store in Takapuna and a thriving online business. The label has also expanded beyond clothing into a wider lifestyle offering, with premium leather goods, jewellery, fragrance and accessories now part of the mix.
“For us it’s really important that Federation stays relevant for the next generation while respecting everything that’s come before” says Ben.
For Jenny, involving her children is about far more than succession planning.
“It’s about making sure the brand continues to evolve. We now have customers who wore Federation 20 years ago shopping alongside their own kids.”
“That’s really special, and having our children involved helps us continue to speak to both generations.”
And perhaps that’s what makes Federation’s 25th anniversary particularly interesting from a North Shore perspective. The brand isn’t simply looking back at where it has been — it’s continuing to grow from its Auckland base, with Takapuna still very much part of the story.
While many Kiwi labels are closing their doors, Federation has thrown theirs wide open and sees its silver anniversary as the beginning of something new.
“It’s been a rollercoaster,” says Jenny.
“But when I look at Federation now, I don’t see a brand that’s reached 25 years. I see one that still has so much future.”
“We just want to keep doing cool things, doing what we love and doing it well.”
