Normally when it’s your birthday you’re on the receiving end of the gift exchange, but for the 25th anniversary of Crane Brothers, they’re giving away $30,000. Not for an extremely generous Instagram giveaway (sorry). Instead, this money will go directly towards designers in Aotearoa. 

The brand has just announced the establishment of the Crane Foundation, an initiative dedicated to supporting contemporary art, design, and culture in New Zealand. The cornerstone of this initiative is a partnership with the Arts Foundation Te Tumu Toi, who hold the annual Laureate Awards that celebrate and support up to 10 artists a year. Now, the Crane Foundation is adding to the awards lineup by funding a new category launching this year, one dedicated entirely to design.

Crucially, these awards involve more than just a nice laminated certificate. Instead, each Laureate receives a healthy cash injection of $30,000 (this year, it’s been topped up to $35,000). 

Lord knows it ain’t easy being an artist. 2023 research from CNZ showed that artists make an average of $37,000 a year – well below the general median of $61,800 for other salary and wage earners in Aotearoa. So it’s great to see initiatives that provide tangible, practical support (AKA cold, hard cash) to artists. 

The new Crane Brothers award is specifically dedicated to design – though that of course is a pretty broad category, and can include anything from urban design to graphic design, textiles to typography. It joins a range of other categories that cover visual artists, Māori and Pasifika creatives, documentary filmmakers, queer artists, theatre-makers and more. 

So, why design? Murray Crane, owner of Crane Brothers, says, “By definition, design thinking involves identifying problems in a product or service and creating innovative solutions. This approach is integral to everything we do at Crane Brothers, so it felt like the best category to support.”

Of the decision to give away a chunk of money on his brand’s birthday – and, as they’ve also committed to, another $30,000 every second year for the next ten years – Murray notes, “It is a significant contribution for us, especially as a small privately owned business”, adding, “At this stage in our brand journey, it felt appropriate to do something so meaningful. We are grateful to the Arts Foundation for helping us make it a reality." 

25 years in business is no mean feat for a local fashion business, especially in this economy. Murray credits the “usual cliches” when asked about the keys to Crane Brothers’ longevity  – hard work and tenacity. 

“They may seem uninteresting,” he says, “but within them lies a commitment to never compromise on our vision and to stay true to ourselves."

The inaugural recipient of the Crane Brothers Design Award will be announced at a special awards night on October 18. The rest of the Arts Laureates will also be awarded, so if you’re keen on an evening hanging out with some of the brightest creative talents in Aotearoa, you can buy tickets here.

The dress code is ‘glasual’, i.e. glamorous meets casual. Sweats and a nice top? Junya Watanabe and jandals? Over to you. Jessica Palalagi, Arts Foundation general manager, describes it as “a mashup of vibes”.

“An invitation to everyone to bring the glam without the pressure of rigid formality. Inspired by the way people like Cliff Curtis can rock a suit with customised kowhaiwhai Red Band gumboots, blending elegance with something familiar and grounded,” she explains.

“In Aotearoa New Zealand, we don’t always like to ‘dress up’, so we thought let’s take the pressure off and embrace both styles. I’m imagining suits in comfortable fabrics that drape beautifully, evening dresses with sneakers, sequins, velvet, neoprene, high vis – get creative!”