06/06/2026
Asuwere started with a simple idea: help guys look and feel their best, without the hassle of traditional shopping. Something thousands of men believed in.
As the business has evolved over the past nine years, so too has the landscape around it. After exploring every option for what could come next, we have made the decision to bring Asuwere to an end.
Running a brand of our size in this market, and servicing both membership and direct-to-consumer, was always going to be a hard road. Unfortunately executing Asuwere to the standard we have always held it to is no longer viable, and we would rather close cleanly than compromise on what matters most.
Our Ponsonby store
The store will close at the end of June. Our most recent delivery will be our last. Stock is limited so if you want to grab an old favourite one more time, now is your chance. Once it’s gone, it’s gone. We also have a selection of never-released samples and deadstock available exclusively in store from today.
To everyone who supported Asuwere
My favourite part of what we built is the people. Members who joined eight years ago, still subscribing to this day, who I now consider lifelong friends. The incredible team who helped build this from the ground up. The shareholders who believed in what we were creating. Everyone who ever bought something, came to an event, or spread the word. I cannot thank you enough.
As Co-founder, Director and Designer for the past nine years I have worn many hats, from retail assistant and warehouse manager to designer, marketer, photographer and CEO, all while raising a young family. It has been the ride of a lifetime, and it is now time to take a step back and think about what comes next. I am incredibly proud of what we have created and gave it everything right until the end.
You can now shop Asuwere for the last time with 20% off storewide. If you can, please stop by the store. I’d love to say goodbye and celebrate one last time.
Thank you, and...
As you were.
Important details
Member Credit and Gift Vouchers must be redeemed in store or online before 30th June 2026.
Any remaining balances will not be valid after this date.
