About AukCliff
AukCliff is a New Zealand based outdoor brand shaped by resilience, creativity, and time spent in wild places.
A northern family, a long way south
Our family is from the north of England, where going outside is not a hobby you take up, it is just what the weekend is. That is the thinking AukCliff came out of, and it has not changed since.
We came to New Zealand for the space
Vast landscapes and the freedom to explore them. Years of trails, changing weather and waiting for light, which turned into a career in landscape photography for one of us and a shared habit of being out in it for all of us. The designs come from what we see out there.
Why a puffin
The auk is the family puffins belong to, and the cliff is where they live, on the edge of the world. Remote, resilient, and distinctly itself. Our crest reflects what we want the clothing to be: shaped by demanding places, built to endure, adapt and return stronger.
Built for the trail, backed by a story
We make apparel shaped by time outdoors, designed to be worn on real trails, in changing conditions, over many seasons. From graphic tees to rugged layers, every piece comes back to the belief that time in wild places builds strength, clarity and perspective.
We create apparel for explorers, photographers, and creators who feel most alive in wild places.
Our commitment
AukCliff is built with care by prioritising quality, longevity, and thoughtful production. By producing items to order, we aim to reduce excess waste and avoid unnecessary overproduction. Where possible, we work with responsible partners and materials, while continuing to improve how our products are made.