Longform is not a brand that shouts. It builds quietly. Tees, sweatshirts, pants, and outerwear in merino, designed to sit underneath everything else in the wardrobe and make the whole thing work better. The kind of pieces you reach for without thinking because they always do exactly what you need them to do.

In a NZ wardrobe context this matters more than it might sound. New Zealand's climate asks a lot of individual garments. A piece that works in Wellington on a Tuesday morning needs to work differently by the afternoon. A piece worn to the office needs to hold up at dinner. A base layer needs to be fine enough to sit comfortably under outerwear and functional enough to stand alone. Longform is designed around all of these demands without drawing attention to the fact that it is solving them.

The brand sits outside seasonal fashion cycles by design. There is no spring drop that becomes irrelevant by autumn. No trend piece that needs replacing the following year. Longform builds styles with the intention of making them more enduringly relevant over time rather than pegged to a moment. For a wardrobe built around quality rather than volume, that approach is exactly right. The pieces accumulate quietly and work together without effort because they were never designed to compete with each other or with whatever else is in the wardrobe.

This is why Longform belongs at Superette. It is the kind of brand Superette exists to find and introduce to New Zealand. Considered, locally informed, built on genuine craft, and designed to reward the people who wear it properly over time. Longform is available now at Superette in store and online.

FAQ

What is Longform Merino?
Longform is a New Zealand merino brand founded in 2025 by designer and industry leader Des Rusk. The brand is built around classic, timeless pieces crafted from high quality merino wool, designed to sit outside traditional seasonal fashion cycles and improve with wear over time. Longform is now available at Superette.

Who is the founder of Longform?
Longform was founded by Des Rusk, a New Zealand fashion industry figure with a career spanning design, education, and industry leadership. Longform represents his vision for a brand that builds considered, enduringly relevant pieces rather than following seasonal trend cycles.

What are the benefits of merino wool for everyday wear?
Merino wool is temperature regulating, naturally soft against the skin, moisture wicking, odour resistant, wrinkle resistant, and quick drying. It performs across a wide range of temperatures and conditions, making it one of the most versatile fibres for everyday wear. Longform works with merino fibres ranging from 18.9 to 21 microns, producing garments that are fine enough to wear directly against the skin and durable enough to improve with repeated wear and washing.

What is ZQ Merino certification?
ZQ Merino is a certification standard that ensures merino wool is sourced from farms meeting high standards of animal welfare, land sustainability, and ethical practices. Longform sources non-mulesed merino to ZQ standard, meaning the wool comes from carefully selected farms where respect for the flock and the land is built into every step of the supply chain.

Where can I buy Longform Merino in New Zealand?
Longform is available at Superette in store and online. Superette is one of New Zealand's leading fashion and lifestyle retailers and stocks Longform across their full range of merino tees, sweatshirts, pants, and outerwear for both men and women.