Manifesto
We sit down with Sam Hickey of men’s lifestyle subscription brand Asuwere, to chat entrepreneurship and what it’s like working with his co-founder brother Noah
Asuwere began with a linen shirt. How did the concept unfold from there?
It all started when we couldn't find a linen shirt we liked, so we set out to perfect one. Once we released our linen shirt and had such a good response, we started asking our customers what else they wanted. The same things kept coming up; people just wanted good quality classic menswear, and many of the guys who bought our shirts were busy people and were looking for a consistent wardrobe that suited their lifestyle. At this stage, we knew the subscription idea could work and we put together a range that built up the perfect base wardrobe over the course of a year, whilst taking note of all the things that don't make sense to the male shopper. For example, February is our hottest month. However, brands release autumn collections with outerwear due to the 'fashion seasons' versus customer needs. After a few years running, this is still our model and we continue to focus on creating great products that become daily men’s go-to's. The subscription element is a great way to save and know you have a good kit arriving that all work together seamlessly.
Most powerful lesson you’ve learnt in entrepreneurship so far?
Don’t compare yourself to others or expect overnight success - it is a constant grind full of ups and downs. I naively thought things would have moved much faster, and you can apply unreasonable expectations on yourself to try and do more than what’s feasibly possible. However, it’s important to pause and reflect along the way. When you take a step back and see your successes (big or small) and the progress made towards your vision, it is incredibly rewarding.
How would you summarise men’s style in New Zealand?
Ultimately I think it’s pretty relaxed. This can be a positive and a negative thing. For me, as long as people have a little pride in how they present themselves, this shines through no matter what their style.
How essential has feedback from your community of members been?
From our inception, it's been one of our most important pillars and we are so lucky to have created a community of members who are really engaged with us. We are in constant communication with them, whether through email, calls or events, and this really helps us inform what we do to make Asuwere even better for them.
What’s it like to wake up and go to work with your brother every day?
People say not to mix family and friends with business, but Noah and I have a really good working relationship. We keep things very open and honest. On the day-to-day, I am full-time in the business, whereas Noah lives in the USA, but we are always catching up on happenings and strategising. It’s pretty amazing to get to work with one of your heroes.
What music are you currently listening to?
Unfortunately, far too much of The Wiggles thanks to my son who is almost two. I managed to keep this off my Spotify for a year and a half but you gotta do what you gotta do. Some recent releases I am enjoying include ‘Trees’ by Avantdale Bowling Club and ‘Honestly Nevermind’ by Drake. However, I often rely on my Spotify Discover Weekly. It’s consistently on point with jazz, soul and hip-hop vibes which I very much enjoy.
Favourite summer holiday spot?
I don't get there enough these days but growing up spending summer at our grandparent's bach on Rangitoto Island in the Hauraki Gulf is pretty special. It's an incredible spot which holds many fond family memories.
@asuwere.co | asuwere.co
Interview by Brooke Duder