A Conversation on Craft, Care and Conscious Design with Ovna Ovich

I love taking a spark of an idea through to a tangible thing. My first passion was classical ballet, so the body has mostly been my medium in one form or another. I became interested in sustainability and making a positive difference with my work in 2010, after becoming bored of being a cynical design student. Being interested in design that was environmentally conscious was a weird thing at the time, and I ended up landing a job as the designer for Kowtow as I was finishing my post-graduate studies. I had a rebellious streak and a desire to do things in my own way growing up, so pursuing a path of independence and self-sufficiency felt inevitable.

OVNA OVICH began as a way for me to make clothing that felt healthy and honest - pieces that are graceful, but still wearable day-to-day. 

My background is a mix of Eastern European and British heritage, and I grew up on an isolated coastal farm in the deep south of Aotearoa, while also spending time in the big smoke visiting family. I’m drawn to the space where differences come together.

The name reflects that too: “Ovna” is the softer side, and “Ovich” is the more structured, grounded side. OVNA OVICH is where the two meet.

Usually I start with a feeling - something small that catches me. It could be something I’ve read, a colour combination, an art piece, or a sudden realisation. From there, I look for fabrics that match that mood. Movement, texture, and comfort guide a lot of my decisions. I’m always thinking about how someone will feel in a piece as they go through their everyday life.

I love that it’s gentle but still actually works - it cleans without stressing the garment. The scent is subtle, not overpowering, and it’s kind on the skin.

This is along the lines of how I like to make clothing - with plant-based, breathable fibres that are easy on the body and the earth, and designs that don’t overwhelm the wearer. Everyday Launder works across different fibre types, and I try to bring that same easy versatility into OVNA pieces.

Garment care is a big part of slowing down. If we look after what we already have, we consume less. I’m a believer in washing less - and when you do wash, doing it with care makes a big difference. It helps pieces last longer and also builds a connection to what we own.

My rule is: only wash when it’s really needed.

Air items out, or spritz them with a homemade vodka spray before washing.

Wash with cool water only.

Be gentle with silks and knits.

Turn garments inside out.

Use a gentle laundry detergent like Everyday Launder.

Overwashing and heat are the fastest way to damage clothes, so avoid both if you can.

My rituals are pretty simple: a cup of tea, a few stretches, a walk by the ocean. Little resets like that help me come back to the studio with fresh energy. When I’m designing, I’m thinking about how clothing can support someone’s everyday moments - how it feels during the slow parts of the day just as much as the busy ones.

For me, care is really just paying attention, taking time to look a little deeper. It’s noticing how something feels, how it’s made, what its environmental impact might be, and how we treat both the piece and the people behind it. It’s choosing to slow down, even slightly, and staying mindful of the ripple effect our decisions can have.

Clove, my brother used to make these wee orange things where he covered the surface with cloves and then gifted them to Mum. I see now they are called Pomanders.

A relaxing herbal tea in the evening.

Fresh ceviche with lots of coriander and lime, eaten by the sea.

Tied between the yoga mat, where I remember my body, and the kitchen, where anything is possible.

Easily the Tui & Kahili. Ylang Ylang is a scent I’m very much into and ginger is another favourite.

Side note: I love watching the tuis feed on the harakeke nectar at our place, then dart off.