For many New Zealand fashion brands, the past few years have been defined by shrinking margins, changing shopping habits and difficult decisions. But as some labels close their doors, Federation is marking a very different milestone – celebrating 25 years in business while handing the creative reins to a new generation.
Founded by Jenny Joblin in 2001, Federation helped pioneer the fusion of fashion and streetwear in New Zealand, becoming known for premium denim, hoodies and graphic tees that blended everyday wear with elevated design. Over the past quarter-century, the business has navigated international expansion, voluntary liquidation, reinvention and the dramatic evolution of retail.
For Jenny, the anniversary is about far more than reflecting on the past.
“Twenty-five years is a quarter of a century. Just saying that out loud feels surreal,” she says.
“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.”
That willingness to evolve has been central to the brand’s survival. While Federation initially expanded into hundreds of boutiques across Europe, Australia and the United States following its New Zealand Fashion Week debut in 2004, Jenny says the experience ultimately reinforced the importance of focusing on the local market.
Rather than pursuing global growth at any cost, the company shifted its attention towards building a stronger online business and serving New Zealand customers. Even after entering voluntary liquidation in 2014, Jenny chose to buy the business back and rebuild it from the ground up.
“When we stepped back we realised just how iconic Federation had become to New Zealanders,” she says. “People didn’t want to see it disappear, and that gave us the confidence to rebuild it properly.”
Today, Federation has grown beyond apparel into a lifestyle brand, offering leather goods, jewellery, fragrance and accessories alongside its clothing collections.
Perhaps the biggest change, however, is happening behind the scenes. Jenny’s children — Ryder (21), Monte (19) and Dusty (17), have all become part of the business in their own way, bringing fresh ideas and a new perspective to the brand they’ve grown up with.
“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 involved and help shape where Federation goes next.”
Jenny’s husband and business partner Ben Dundas says sustainable growth has become the company’s guiding principle.
“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.”
As Federation celebrates its silver anniversary, the focus isn’t on looking backwards.
“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.”
