It's a process that makes many people feel sick to their stomach: jeans shopping. The changing room lighting always feels off, you swear the mirror is making your legs look different, you end up with a pile of jeans so similar you can't discern one cut from another.
Thankfully, Hurricane Denim's been guiding frazzled customers through the search for 26 years, and their brand spanking new redesign and location on Willis Street takes all of your worries and soothes them into one seamless denim experience. Twenty six years is a long time to refine your technique, and with David's family history of being a fourth-generation retailer in Wellington, he knows exactly what his customers need. Spoiler: it's really good service. And an excellent offering of thousands of pairs of jeans, sourced from around the globe.
When looking for your new denim soulmates, first thing's first: have something to eat before you go. There's nothing worse than a hangry, miserable fitting room session. There isn't really a second step, just place your measurements and requirements in the hands of David and his team.
Hurricane has seen a lot of denim trends come and go; the tapestry-cuffed crop of the late nineties, the coloured denim of the early 2000s. They know which trends are likely to stick around, and which ones aren't worth bothering with. "Retail is a highly competitive environment and we need to work hard to remain relevant," David says. "I'm often told that people find shopping for jeans challenging and there's nothing worse than a saggy butt in poorly fitted denim, so this is all about finding everyone the perfect pair and making it fun."
Spaceworks designed the new space, Inject Design masterminded the logo — which depicts Pencarrow Lighthouse, presumably making Hurricane Denim a metaphorical beacon for those lost on their jean-buying quests throughout the shopping precinct of the lower Willis St and Lambton Quay area.