Having only emerged back in May 2015, New Zealand label Modern Manners has made leaps and bounds in its brief 16-month existence.

The brainchild of Liam Sharma and Ewan Prathan, Modern Manners entered the online realm before quickly opening a physical space in Auckland, enticing the city with their eclectic garments and admirable approach to customer service. The venture was so successful that the two are packing their bags and leaving New Zealand, with their sights set firmly on The Big Apple. Ahead of the big move, we spoke to Liam of Modern Manners about the brand’s history, its focus on gender neutrality and their upcoming collaboration with a hip-hop heavyweight:

You said that you started Modern Manners out of boredom. How did you learn the ins-and-outs of the fashion and retail industries, and what obstacles did you encounter in the formative stages of the brand?

My parents own the brands Ruby/Liam/Meccanos, all are quite large and respective brands within the NZ fashion industry. With the help of them and my business partner Ewan I picked it up really quickly. Family dinner conversations from a very young age were always based around the fashion industry and the ins-and-outs of manufacturing/branding/management. It is in my genes and it is something I have grown up with and been surrounded by for as long as I remember, so it just seems normal for me to do it.

I faced many obstacles when we first started Modern Manners, I think the biggest for me personally was people just not taking me seriously. Because I was only 19 when we started this (I’m now 21) I believe people saw it more as a phase and something which would die out really quickly, rather than an actual brand. Also I had a lot of negative feedback online from complete strangers (much older than me), who simply believed it was all my parents doing and I was just the face of Modern Manners. I am sure I have proved them all wrong now.

You emphasise that all of your clothes are gender neutral. It certainly seems like that’s the way things are going – pastels and pinks have been huge for males over the last few seasons and even rappers like Kanye West & Young Thug have publicly worn skirts and dresses. Why do you think it is that so many people are still confining their wardrobes by gender, and how do you think wider society will get over this?

Such a good question. For me personally, I have always been obsessed with more feminine colours, my wardrobe is bright and I love light blues, pinks and pastels. People like Jaden Smith are breaking social norms and I love it, he is a true muse for Modern Manners. Those kind of people are always inspiring for me and I love how much influence they have over the younger generations, as they are making it more known and acceptable that there are absolutely no rules when it comes to fashion. A boy can wear a dress if he pleases, it simply does not matter. Whatever makes you feel most comfortable, you should wear.

I think the obstacles to gender neutral fashion is simple things like negative backlash, bullying and judgement. It has gotten so much better even in the last five years, it’s how the media and people with power can influence wider societies on what is acceptable and how to treat everyone equally. Even small things like school uniforms should be a choice, if a boy wants a skirt for his everyday uniform it shouldn’t mean he is dressing up like a girl. It’s his choice and vice-versa for girls if they want shorts.

Speaking of rappers, we hear you have an exciting collaboration with Theophius London coming up. Without giving too much away, how did this come connection come about and what do you have in store?

I first got in contact with Theo about a year ago through Instagram, he loved some of our stripe styles which I ended up sending to him in NY! Ever since then I have sent him styles from all our collections and we have built a really cool friendship. He is so humble and inspiring, its really awesome to work with him! I don’t want to give away anything until it’s properly released, but it is going to be true NY THEO style, expect dope bombers, hats, sleeves etc. I am super excited about this collab and I really hope it goes off!

You’ve previously had local-gone-global stars like Lorde wearing Modern Manners. What is it like seeing New Zealanders on such a global scale, and how do you plan on channeling that same success?

It’s so awesome, I am beyond stoked with some of the kiwis who have supported Modern Manners. People like Lorde and Parris Goebel are so huge in NZ and it means the world to me they have worn Modern Manners, I connected with these people all through Instagram – such a powerful app. New Zealand is so underestimated I believe, one time I was in LA at dinner with a couple of my friends over there, and they genuinely believed the Harbour Bridge connected NZ to Australia. I was just so shocked about how much they don’t think/care about our country. But people like Lorde are bringing our country to light on a more global scale everyday, it will just take time. I have had people like Joe Jonas and Troye Sivan promote Modern Manners and that kind of marketing is how I plan on channeling global success.

You’re planning to move to New York City to grow Modern Manners. What do your family and peers think of this, and how does it feel pursuing something you’re passionate about in favour of a more stable profession?

I really want to learn from New York, I’m not allowed to set up a store over there because of my Visa rules. But that city will open me up to so many more connections within the industry and teach me some intense life lessons. I’m really excited! I’m not really sure what my family or peers truly think of my move, I don’t really ever ask. I just do, as it’s solely my choice! I could not think of anything worse than working Monday to Friday, 9-5 at a job that didn’t excite me. I really disliked school and following routines, I need to be doing something different everyday, which makes me totally unstable. But hey, that’s just me.

New York City is obviously quite a global hub when it comes to fashion. What are some of the aspects of the culture that you think will bleed into Modern Manners after relocating there?

I’m not sure, our designs will definitely change and I think we are taking a turn for a higher end of clothing. But I will truly just have to go and live a little in NY before I can understand what will influence Modern Manners.

In less than one year, Modern Manners made the leap from online to a physical retail space. How was it adapting to this new realm and which do you feel is the future of the brand?

Our flagship store was the best thing that ever had happened for our brand so far, it’s sad it has to come to an end. But our brands motto has always been ‘from little things, bigger things grow’ so it seems like we need to go on a new adventure and expand ourselves. The store was really easy, surprisingly easy. I love talking and connecting with our customers and being on K Road made it the perfect environment for me to make so many new friends! Modern Manners marketing is about taking as friendly of an approach as possible, I reply to everyone’s comments on our social media, emails etc! I want to be your friend and I want you to fall in love with our brand naturally, by respecting the people who do it! We would love to open another store in the future.

You’ve said that the Modern Manners in-store experience wants to employ ‘a new way of approaching sales’. What is this and what do you think other retailers are lacking?

Yeah for sure, I think we are taking a different approach and that is truly getting to know our customers, making new friends and being as open as possible! We have nothing to hide and I love it when people just come into the store to chat and hang out, even if they have no cash dollars to shop with. It’s cool creating a deeper customer/retailer connection, rather than a fake exchange which I feel like so many other retailers are doing. We don’t want our customers money always, we want to make a connection and make a new pal.

Who are your style icons at the moment?

Jaden Smith, Telana, Grimes, Charlie Barker, Willow Smith, Theophilus London, London Richards, Hari Nef, John Tuite, Elle Fanning.

Tell us what’s on the cards for Modern Manners for the rest of 2016?

New friends, new adventures, new memories, new clothes, new collabs and tonnes of new photoshoots!