Choose Sarcasm: The clothing brand every kiwi needs.

Hello and welcome to the BoutiqueBiz Chronicles.

My name is Ruth, a local business guru and aspiring journalist. Today's story celebrates a Māori wahine (woman) and her dad who have built a clothing business grounded in Māori and Kiwi sarcasm and humour, reminding us that there is always room for a bit of fun.

Founder Taylor, began her career as a teacher. After a few years, her family encouraged her to take a year off after seeing how burnt out she had become. Thankfully, she listened, otherwise we might not have had this brand today. Like many teachers who struggle to slow down and prioritise themselves, Taylor was no different. She took on a corporate role at The Palms in Ōtautahi (Christchurch), but it quickly felt unfulfilling. Searching for something more creative, she began exploring hobbies, and that is where the idea of making t-shirts began.

The Choose Sarcasm crew showcasing their witty apparel, featuring the "I Don't Know" and "My maunga is bigger than your maunga" tees, alongside the bold Choose Sarcasm logo.

Taylor originally launched her side hustle under the name "Anti Positivities", which quickly gained traction at markets, especially through the relatable "Choose Sarcasm" design. What began as product testing soon evolved into something bigger, rebranding into a family run business now known as Choose Sarcasm. This is where Luke, Taylor's dad, joined her in the venture. The focus shifted toward Māori inspired clothing that stepped away from traditional red, black, and white colour schemes, instead drawing inspiration from Māori culture and light hearted kīwaha (idioms and sayings). 

Over the past few years, Choose Sarcasm has grown its range significantly. I first discovered their pakihi (business) through a friend while I was teaching and studying te reo Māori in the North Island. My first purchase was their "Engari Mō Tēnā" jersey, a sarcastic way of saying "Whatever." I loved that it was something I could wear anywhere, and that those who understood, or asked about it, were let in on a shared moment of humour.

Showcasing the "More Doey Less Hui" tees and the cozy "Everything is Ka Pai" hoodie, each order is wrapped like traditional Fish 'n Chips.

Choose Sarcasm prides itself on producing high quality, ethically sourced clothing made with non toxic materials that can be worn straight away. Even their packaging reflects this care, with unbleached boxes used to keep garments as clean and safe as possible. The brand is OEKO-TEX Standard 100 and WRAP certified. While they began with embroidery and holding stock, they have since shifted to a pre order model, allowing them to print their own designs onto pre ordered garments. I'm not sure about you, but I find that different companies who use blank t-shirts, hoodies and crewnecks around New Zealand aren't always true to size. When buying from Choose Sarcasm Taylor spoke about the fact that their garments are uniquely designed with custom patterns that better suit Kiwi sizing and everyday wear. As a customer I have found that if I know I am a large I can buy a large and know that it will fit, which is such a win.

A showcase of stylish apparel and accessories, featuring the "Fresh out of Whakaaro" crewneck, Couch Kūmara tote bag, and Subtly Sarcastic T-shirts.

A huge milestone for Taylor and Luke is that Choose Sarcasm is now self-sustaining. They have reached a point where the business is their main source of income, something many small businesses strive for. As a customer who genuinely loves their clothing, I am incredibly proud of them. This growth would not have been possible without the support of their customer base. In the early stages, they secured a startup grant and invested their own funds into the business. For Taylor, success looks like the freedom to work independently and creatively, without rigid timelines. Both Taylor and Luke value working together as a family, embracing the challenges while appreciating the open conversations and collaboration it brings.

The Choose Sarcasm team striking a pose, highlighting their stylish pōtae (hats and beanies) and uniquely designed patches, featuring playful slogans and graphics.

There are a wide range of designs that have come out of Choose Sarcasm over the past few years. Some of Taylor's favourites include Fresh Out of Whakaaro (ideas/thoughts), Everything Is Ka Pai (all good), and the Couch Kūmara. Keeping with the family theme, market success is tracked in a fun, competitive spirit. "We always have competitions, like we look at the analytics of which item  is best selling like "shame, mine's selling better than yours". Our best selling thing is Everything is Ka Pai. Although the Couch Kūmara is catching up." Taylor especially enjoys the creative side of the business, developing product concepts, printing, and packaging. At times, her 14 year old sister Ruby helps with packing. "She wants to start earning money, so she's registered herself as a little sole trader and invoices me."

"Everything is Ka Pai" zipper hoodie, "My Maunga is Bigger than Your Maunga" tote, "Do the Mahi Get the Treats" t-shirt

When I interviewed Taylor, Choose Sarcasm was operating a pop up shop on Cashel Street in Ōtautahi. As an online business, Taylor loved the experience of being in a physical space, connecting with customers, people watching, and soaking up the community energy. I also loved visiting the pop up. The shared humour, the conversations, and the atmosphere made it a genuinely joyful experience.

As a business that has only been operating for a few years, I asked Taylor what she has learned from building Choose Sarcasm into a self sustaining brand. Her advice was refreshingly practical. “Open a business bank account early and run everything through it. Start properly, even if you are unsure where it will lead. Do the research, create a business plan even if you are not seeking funding, and understand your point of difference. Businesses that do well know what makes them stand out. While the early stages can feel frustrating and expensive.” Taylor encourages celebrating the small wins along the way.

Owners Taylor and Luke showcasing their "Choose Sarcasm" t-shirt, Sticker sheet, "I love Hangi" t-shirt

The journey Taylor has taken and the courage she has shown in stepping away from burnout and building something meaningful from scratch is inspiring. What began as a creative outlet has grown into a business that is rooted in humour, values, and authenticity, and it shows. I think there is something really special about a family run business. One that centres the way it works around collaboration, communication, and pride in what they are building together. This sense of connection carries through into their wider community, where strong relationships are formed with both customers and other small businesses along the way. Choose Sarcasm is more than just a clothing brand, it represents joy, relatability, and permission to not take life too seriously. It exists to invite you to have a laugh, smile, and feel connected through language, culture, and humour.

So if you are looking for a non-toxic brand that blends humour, culture, and everyday wear in a way that is unique to Aotearoa New Zealand, I highly recommend checking out Choose Sarcasm.