Export laurels for Huffer and Sweeney

Deborah Sweeney

Auckland's Huffer streetwear label and Wellington designer Deborah Sweeney were named winners of the Fashion Export Awards last night.

The awards, announced at the opening of Air New Zealand Fashion Week and totalling $55,000, allow the designers to travel overseas to develop their business.

Huffer, which sprang to prominence when Orlando Bloom wore one of its distinctive three-circles T-shirts to the Wellington premiere of Lord of the Rings, won the major award.

Steve Dunstan and Dan Buckley, who share a love of skateboarding and snowboarding, founded their business in 1997, aimed at boardsport fans, but have expanded their casual range and now export to Japan, Australia, Switzerland and Germany.

Their $32,000 travel grant and assistance with accommodation, marketing and freight will help them into new markets.

Sweeney, who is making good inroads into the Australian market, makes directional women's wear and has outlets in six other countries.

She has worked for high-street labels in London and runs her business with her husband, Niels Meyer-Westfield, a graphic designer and photographer with whom she collaborates on distinctive prints. Her travel award is valued at $16,000.

Announcing the awards, Air NZ chief Rob Fyfe said: "It was close this year, with more designers than ever showing strong export potential, but Huffer and Deborah Sweeney edged out in front with a vision for growth that really inspired us."

Murray Crane, winner of the major award last year, used it to promote his menswear labels Little Brother and Gubb & Mackie in Britain. He met buyers, including from Liberty and Harrods, and appointed a top agent.

Crane described the award as "invaluable," saying this was the right time for New Zealand brands with a strong story to push into overseas markets.

Four smaller awards were also announced last night, giving four fashion graduates a spell in top designer Karen Walker's workroom.

Those chosen were Abby Van Schreven, Helen Adam, Katie-maree Martin, all from Dunedin, and Sara Smeath from Wellington.