Rooted in purpose and driven by innovation, Untouched World has been championing sustainability in fashion for over three decades. This year, the New Zealand-based brand was honoured with Positive Luxury’s 2025 Fashion Business of the Year Award – a recognition that affirms its leadership in creating long-lasting, value-led impact for people, planet and business. In this exclusive interview, Untouched World reflects on its journey from pioneering natural fibres and ethical craftsmanship to the importance cultivating meaningful connections with its community and customers. Through a culture that places environmental and social responsibility on equal footing with commercial goals, the inspiring brand shows modern luxury what is possible – and why economic value often flows from sustainable decision making.
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What inspired you to take part in the Positive Luxury Awards, and what does this recognition mean to your brand and team?
For over 30 years, we’ve been proud to lead the industry with sustainability at the heart of everything we do. Rather than resting on our laurels, we’ve continued to push boundaries and strive for meaningful progress year after year. Being recognised by Positive Luxury affirms that our commitment isn’t just noticed, it’s making a real impact. In an often-crowded industry, it’s clear that our genuine efforts are cutting through the noise and driving lasting change.
Why is it vital for luxury businesses to implement long-lasting, meaningful change that benefits both people and nature, rather than temporary or ‘quick fix’ solutions?
To build a true luxury brand, it’s essential to cultivate meaningful relationships with your customers. We invest significant resources into understanding our community – their values, behaviours and subtle nuances. This deep insight enables us to create change that’s not only intentional, but genuinely impactful. If your approach is purely transactional, focused solely on selling as many garments as possible, you miss the opportunity to foster authentic connection. That’s why it’s absolutely vital for luxury brands to harness this knowledge as a driving force for positive change. As leaders within the industry, we carry that responsibility. Our hope is that by setting a strong example, this ethos flows through the wider fashion landscape, encouraging a more conscious and considered way forward.
With the current economic climate putting pressure on many businesses, how have you upheld your dedication to positive change and resilience as core pillars of your strategy?
People and planet are at the forefront of every discussion and every business decision. When you’re operating from a place of sustainability as your core, the economics fall into place. We often find that good economics flow naturally from making a positive impact, and when those wins come we celebrate them.
Putting sustainable business decisions on an equal playing field with economic ones is part of our culture here at Untouched World. We consider the cost of what we do not only in financial terms, but also when looking at the ‘cost’ for our environment and people too.
How has your sustainability journey created value for both your internal teams and external stakeholders, from employees to consumers and investors?
We approach sustainability holistically, embedding it into every stage of our production process. Our people are at the heart of this commitment, we recognise that caring for our team is not separate from our operations, but an integral part of them. On the environmental front, our investment in research and development of innovative fibres, techniques and processes has fostered a vibrant ecosystem within the company. This includes collaboration with both local artisans and international partners, all united by a shared mission. Being at the forefront of sustainable innovation energises our team. It instils a genuine sense of purpose, motivation and confidence that we’re not just keeping up, we’re leading the way in creating a better future for the planet.
What role has Positive Luxury played in helping your brand navigate and shape the future of sustainable luxury, and why is collaboration with organisations like this essential moving forward?
Positive Luxury’s rigorous assessment framework, ongoing support and recognition have not only validated our efforts, but also inspired us to push boundaries and continue improving across all areas of our business. Collaboration with organisations like Positive Luxury is absolutely essential as we move forward. Tackling the environmental crisis, protecting our ecosystems, and promoting social equity demands shared responsibility and a united, collective voice. Being recognised by Positive Luxury will play a pivotal role in raising awareness around the environmental and social challenges confronting the textile and clothing industry. It will spark important conversations and shed light on the real impact of consumer choices. We believe it’s vital that every individual understands the significance of their purchases and the role they play in shaping a more sustainable future. Through partnerships like this, we can foster innovation, challenge the status quo, and drive systemic change across the industry. It also allows us to support greater transparency and accountability, pushing the boundaries of what sustainability in luxury can and should be. We’re incredibly proud to stand alongside a global community that’s working to redefine what luxury truly means – where progress, purpose, and responsibility walk hand in hand.
DOWNLOAD THE 2025 WINNERS REPORT
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