INDIGO & PROVISIONS

He began his journey in buying after working as an assistant with the owners of Meet Bernard, a Londonbased boutique. Now, the owner of his very own, Ellett keeps an eye out for brands that have a strong narrative, or strongly prioritises sustainable and ethical production.

“Brands that jump from one microtrend to the next are a no-go,” noted Ellett.

Located in Christchurch, Indigo & Provisions stocks high-quality contemporary clothing. While the boutique has clothing tailored traditionally for men and women, Ellett operates with the philosophy that all clothing is unisex. Rather than following trends, he opts for pieces that are seasonally appropriate, with a focus on stocking workwear and streetwear.

“We have core items, like Chore coats and Selvedge Denim, but I also love to experiment with styles that don't necessarily fit in those categories and instead complement them.”

Not only does Ellett actively avoid micro-trends but also garments made from synthetic fibres, unless they are made from recycled polyester or nylon.

A point of difference at Indigo & Provisions is their ability to build a great level of intimacy with their customers - providing genuine and personalised service, while directly sharing and advocating the brand's message.

“We also get real-time feedback from customers, which informs the buying process a lot more than just looking at numbers on a spreadsheet,” added Ellett.

His top advice for brands looking to differentiate themselves is to prioritise organisation.

“A well-presented line sheet, clear photos of samples and a transparent production timeline will make you stand out.”

The best way to get in touch with Ellett and Indigo & Provisions is by filling out the contact form on indigoandprovisions.com