Proudly based in South Taranaki, Rough and Grumpy Apparel is a Māori owned, lifestyle clothing brand inspired by the everyday lives of small-town coastal communities.

Having lived in, and been a part of our small town for over 20 years, we believe there are two fundamental aspects that define our brand and what we value, these are sports and convenience.

Sport in all of its forms, has been large part of our culture and how we have been able to connect and celebrate with our friends and whānau. We actively seek to design clothing that not only provides you with comfort but also with the stretch and durability you’ll need when out and about.

Convenience is another word that speaks volume to us. As we have our Maunga Taranaki and the sea close by, the two often bring unpredictable and ever-changing weather conditions so to be able to combat these we have designed a range of pieces that’ll take you from surf to snow in style. With a range of clothing that incorporates blended materials you’ll find yourself wearing our pieces all year long.