Witty wear
They say the best ideas come from half a bottle of rosé. Well, they don’t, but this was the case for Taylor Spittle, the founder of Choose Sarcasm.
Like many thrown into lockdown in 2020, Taylor, a primary school teacher, found herself needing a creative outlet. From her bedroom and with “a rusty, old t-shirt press,” she began crafting her first garments.
Once life returned to normal, Taylor went back to her day job, all the while selling the t-shirts on the side.
Upon leaving teaching and working odd jobs, Taylor with her dad, Luke, decided to create an apparel company, and Choose Sarcasm was born.
The brand is inspired by the inherent trait that seems to be shared by all New Zealanders – sarcasm – and every garment is available in English and Māori.
As there is no direct te reo Māori translation for the brand’s embroidered moniker, they chose ‘Engari mō tēnā.’ This kiwaha (saying) is more “like a verbal eye roll,” says Taylor. It’s all to engage people and spread a bit of joy.
With a range of hoodies, crewnecks, and t-shirts, each piece is WRAP certified (Worldwide Responsible Accredited Production) and OEKO-TEX Standard 100, meaning they ensure every element of production is carried out under best practice.
“We’re a little bit obsessive. Even down to the dye in the fabric and the thread, you have to make sure that’s not harmful to humans and the environment,” says Taylor.
It’s a real whānau affair. Not their first family business, the Spittles all pitch in. Mum and artist Alice offers creative guidance and assistance in the operations. Dad, Luke, a former broadcaster and project manager, helps with the marketing and brand direction, and younger sister Ruby has manned market stalls and modelled garments.
“We have boyfriends, cousins, and even reluctant aunties moonlighting as models.”
You can join the Sarcastic Society now, the brand’s ‘community’. It is a way to earn points with every purchase, get vouchers, access exclusive deals and limited editions, and become “10 per cent cooler”.