As the founder of Friday Flamingo, I never imagined I'd one day discover our designs and photographs being used on one of the world's biggest fast fashion websites.
When it happened, I experienced every emotion imaginable. Shock, frustration and disbelief. Like any small business owner, you pour your heart into what you create, so seeing your work appear somewhere else without permission is incredibly difficult.
Thankfully, the products were eventually removed.
Looking back now, I don't hold onto anger. There wasn't a lot I could do against a company the size of Shein.
Instead, the experience reminded me why Friday Flamingo exists in the first place.
It also made me realise there's something many people don't know about our brand.
Every Friday Flamingo Garment Starts From Scratch
One of the biggest misconceptions in fashion is that online boutiques simply buy clothing from overseas wholesalers and add their own label.
That has never been how we operate.
Every Friday Flamingo collection begins with a blank page.
We design every garment from scratch here in New Zealand, specifically for plus-size women.
We carefully select our fabrics, develop our own colours and prints, refine every detail and work through multiple rounds of sampling before a style is approved for production.
Every seam, every pocket, every sleeve, every length and every proportion is considered.
Nothing is chosen by accident.
Our garments are produced in small batches because we'd rather focus on quality and fit than mass production.
Some styles take months before they're finally ready to launch.
A Copy Can Never Be the Same
One of the things that made me the saddest wasn't that someone copied our work.
It was the thought that someone might buy the copy expecting the same garment.
They won't receive the same fit.
They won't receive the same fabric.
They won't receive the same quality.
They won't receive the months of fitting, refining and adjustments that go into every Friday Flamingo piece.
Design is so much more than a photograph.
It's understanding how a garment moves.
How it sits across the bust.
How the sleeves fit.
How the fabric drapes.
How comfortable it feels after wearing it all day.
Our customers often tell us that it's the fit that keeps them coming back, and that's something we work incredibly hard to achieve with every collection.
Designed Specifically for Plus-Size Women
Friday Flamingo has always been about creating clothing that celebrates curves rather than simply sizing up standard patterns.
Our collections are designed for real women.
Women who want beautiful clothing that feels comfortable, fits properly and gives them confidence.
Every collection is created with that purpose in mind.
When you purchase from Friday Flamingo, you're not buying a mass-produced garment.
You're buying clothing that has been thoughtfully designed, sampled and perfected specifically for plus-size women.
Why Supporting Small New Zealand Businesses Matters
Behind every Friday Flamingo collection is a small team who genuinely cares.
Every order allows us to continue designing new collections, creating jobs, supporting our manufacturing partners and investing back into our business.
When you choose to support a small New Zealand fashion brand, you're supporting creativity, original design and the people behind it.
That means more than you'll probably ever know.
Looking Back
If there's one positive that came from this experience, it's the incredible support we received from our community.
The messages, emails and comments reminded us why we do what we do.
We're incredibly proud of what we've built.
Not because our designs were copied.
But because it reinforced that what we create is original, thoughtfully designed and genuinely valued by the women who wear it.
So if you've ever purchased from Friday Flamingo, shared one of our posts, recommended us to a friend or simply followed along on our journey…
Thank you.
Your support allows us to continue designing original plus-size clothing in New Zealand, producing in small batches and creating pieces we're proud to put our name on.
And that's something no one can copy.
Frequently Asked Questions
Does Friday Flamingo buy clothing from Shein?
No. Every Friday Flamingo garment is designed from scratch. We choose our own fabrics, develop our own prints and colours, perfect the fit through multiple samples and produce our collections in small batches. We do not purchase clothing from Shein or other fast-fashion retailers and relabel it.
Where is Friday Flamingo clothing designed?
Every Friday Flamingo collection is designed in New Zealand and created specifically for plus-size women, with a focus on fit, comfort, quality and timeless style.
Why is Friday Flamingo different?
Our garments aren't selected from a catalogue. Every piece is custom designed, sampled, fitted and refined before production. We focus on creating beautiful plus-size clothing with exceptional fit, quality fabrics and limited production runs rather than mass-produced fashion.