Our Story


We are White by Design, a locally owned and operated fashion boutique in Dunedin. 

Established by Wendy in 2006, with a store in the Roslyn Village, we pride ourselves on timeless pieces in quality fabrics and mainly of natural fibres. 

In 2014 after 8 years in Roslyn, an opportunity arose to move into the city centre, into a retail space on George Street. The size of the new store allowed us to stock more clothing, giving our clientele a wider range or designers, styles and sizes. 

Why White by Design?

Our name was inspired by this iconic photograph by the late Peter Lindbergh. 

After starting out based at Tudor Clothing, we evolved into designing and manufacturing white, tailored cotton shirts. These white shirts were significant in the naming of the store, four years after starting our first clothing label; Factor.

The other reason behind our name was the stark and modern, simple all-white interior colour scheme of the Roslyn store.

Our Vision

From the outset we have focussed on sourcing local, New Zealand and Australian labels that are exclusive to the store in Dunedin.

We want our clients to enjoy shopping for their latest fashion staples, seeing the new season's collections arriving in, being able to touch and feel fabrics and being assisted, if required, by the staff. We love to show our customers new looks – that take them away from their comfort zone.