AUCKLAND, Today: Founded by Des Rusk, Longform draws inspiration from Aotearoa’s rich history of premium merino wool and a belief in making fewer, better products that stand the test of time.
This focus on longevity led Des, a leader in NZ fashion, to create a merino brand built around timeless, durable staples designed to be worn for years.
Partnering with True, the journey began with the name — LONGFORM.
Des Rusk, CEO, Longform, “LONG speaks to time, the longevity of the merino, and the stories that well-loved garments accumulate over a lifetime. FORM evokes structure, silhouette, and movement. It encompasses everything I’m trying to do with the brand.”
Together, True and Des shaped a brand identity grounded in restraint and durability.
“The design execution of Longform is intentionally pared back to reflect the brand’s core ethos: to be thoughtful in both voice and impact, and to create something that’s long-lasting.” – Stacey Purdon
Matt Heays, Design & Creative Director, True, “Every creative element – branding, packaging, copywriting, digital platforms, videography, photography, art direction, and social channels – was meticulously tailored to establish a unified and enduring brand narrative, reflecting the timeless essence of the garments themselves.”
The neutral colour palette, inspired by Aotearoa’s landscapes, and photography by Holly Sarah Burges, highlight both the craftsmanship and philosophy behind the brand.
Stacey Purdon, Senior Designer, True: “The design execution of Longform is intentionally pared back to reflect the brand’s core ethos: to be thoughtful in both voice and impact, and to create something that’s long-lasting.”
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