Jake Pyne got his start in the fashion industry back in 1998 when, while working for Mount Maunganui surf shop Assault, he launched his brand, Lower, with a first run of six T-shirts.
This year, with five retail shops under the Thanks brand, about 35 staff nationwide, and a strong export business developing, his You Know We Ain't group made it into the finals of this year's BOP export awards in the emerging exporter category.
Shane Dufaur, chief executive of Dominion Salt, one of this year's judges, said he had been impressed by the company, which is run by Mr Pyne and his general manager, Cameron Ward, who is also a shareholder. Mr Pyne's wife, Stacey, is also a co-owner.
"There's an incredible amount of staff and management commitment and alignment required for any business to be going that long, especially in the rag trade," said Mr Dufaur.
"And I think the fact they have managed to be in a place like Tauranga and stay relevant to a national and even global market is a tribute to them and their staff." Mr Pyne described himself when he started the business as "an uneducated guy working in a surf shop trying to live the dream". For the keen surfer and skateboarder, the brand name Lower symbolised the company's identification with non-mainstream youth and underground cultures.