ABs kick off elei fashion frenzy

Rasmus Pereira is busy selling shirts like those worn by Richie McCaw. Photo / Nick Reed

They are world champions on the rugby field and now it seems the All Blacks are making their mark on another field - the fashion kind.

Business has soared for a small clothing company in Samoa since the Kiwi players were seen donning their gear last month, before the historic test against Manu Samoa in Apia.

Paying tribute to the locals, the All Blacks landed at Faleolo Airport wearing grey and white traditional elei (island print) shirts designed by the firm Eveni Carruthers.

The company instantly started fielding inquiries from around the world - particularly Australia and New Zealand - from people wanting to own one of its colourful designs.

The high demand from Kiwis has prompted the firm to send over a large shipment, which will be on sale at the Ponsonby Central markets, in Auckland, this week.

Eveni does not have a branch in New Zealand so the gear will be distributed on its behalf by Auckland-based Shop Samoa.

"It's been crazy," director Rasmus Pereira said. "A lot of the inquiries started straight away after photos of the boys [All Blacks] wearing the shirts started popping up online on social media and news websites."

Photos of Keven Mealamu, Jerome Kaino, Nepo Laulala and captain Richie McCaw looking comfy in their elei shirts were the first to appear online before more photographs of the team arriving in Samoa were captured later.

The All Blacks also wore a black and white elei shirt at a function after the July 8 test. Both shirts - now known as the All Blacks' shirts - have almost sold out and a new order is expected in October.

Richie McCaw arrives with the All Blacks in Apia on the island of 'Upolu, Samoa. Photo / Dean Purcell

Mr Pereira said the company could not disclose how many All Blacks shirts it had sold, but a month on, it was selling "dozens and dozens" of shirts in all colours every day and getting orders from as far afield as Italy, the United States and Britain.

"We've had corporate-types and ordinary people contacting us wanting to buy not just the All Blacks' shirts but other colours too. We've had a few businesses and companies wanting to buy shirts for their staff to wear at formal events.

"It's really nice to know people are wanting to wear our Pacific Island-wear to their events or when representing their companies - it's a good thing for everyone, I think."

For more info visit evenipacific.nz or shopsamoa.com