Aucklander Katie Brown is behind both Etta Every and its musical counterpart, The May Project band. Etta Every is the fashion representation of a concept, and The May Project is its soundtrack.
As a brand, Etta Every is cinematic and story-driven, motivated by the juxtaposition of an earthy grittiness and a dreamy ethereality. This is played out in pieces that are simple, layerable and easy to wear working back with more strongly conceptual, detailed, complicated pieces. Put together, they're designed with an emphasis on comfort and practicality, but most of all to endow the wearer with a sense of safety, individuality and strength.