When New Zealand-born Jo Chamberlain crossed the Tasman to settle in Sydney, she brought with her more than just a suitcase — she carried a wealth of experience in the fashion industry that would later shape the foundations of WNSDY, a fresh new brand built on the idea of elevated essentials with an edge. Along with her Australian partner Nic Yeomans, Chamberlain is redefining what it means to build a purposeful, timeless clothing brand in today’s fastmoving fashion world.
“I’m a proud Kiwi and Nic’s Australian — so from the beginning, we knew WNSDY would be a blend of both worlds,” says Chamberlain. “There’s something really special about that trans-Tasman balance. New Zealand gave me this grounded, thoughtful approach — there’s a quiet confidence and simplicity that runs deep in Kiwi culture — and Nic brings that classic Aussie boldness. He’s ambitious, future focused, and has this ‘back yourself’ mindset that really helped us turn WNSDY from an idea into something real.”
That balance between considered design and confident execution is at the heart of WNSDY’s DNA. Think oversized shirts and tees, designed layering, premium denim with a relaxed leg fit, and one-size-fits-all bomber jackets teamed with the most flattering bias-cut, silk-like twill maxi dress in a monochromatic colour palette. For Chamberlain, having built an impressive career across every corner of the fashion industry — from textiles and design, to sales, retail, and production — she knew exactly what she wanted WNSDY to stand for.
“After completing my degree in fashion and business about 18 years ago, I was just eager to get into the industry — any way I could,” Chamberlain shares. Starting as a receptionist at a textile company in New Zealand, she quickly moved into the design team and found herself traveling the globe to source fabrics. “It gave me a deep appreciation for fabric — how it’s made, how it behaves, and how essential it is to the integrity of a garment.”
Years later, a growing dissatisfaction with the options available in their own wardrobes sparked a bigger idea for Chamberlain and Yeomans: to create a brand offering elevated, unisex essentials that genuinely work for real life. “We’d talk about it constantly. I was stealing Nic’s tees because I liked the fit better than a lot of what was available for women. That sparked a bigger conversation — why weren’t more brands designing pieces that worked for both men and women?”
So, WNSDY was born. But it wasn’t just the market gap that motivated them, it was also a deeper, personal philosophy that inspired the brand name. “WNSDY is more than just a name — it’s a nod to a shift in perspective,” says Chamberlain.
A life-changing event for Yeomans on a Wednesday 15 years ago reshaped his outlook, sparking a new level of intentionality and purpose — themes that would become central to WNSDY’s mission. “We dropped the vowels to strip it back — just like the clothes. Clean, minimal, thoughtful.”
Unlike traditional fashion houses bound to seasonal calendars, WNSDY operates differently. “From the beginning, we made a conscious decision to do things differently and we don’t do traditional collections. What we’ve created is ‘Permanence’ — a refined edit of foundational pieces that we’ll build on slowly, only when it makes sense,” Chamberlain explains. “Fewer pieces, done better. It’s a slower, more purposeful approach — and it’s exactly how we think fashion should feel.”
The brand’s aesthetic leans into quiet confidence — clothing that supports the wearer, rather than overpowering them. “She’s quietly confident, low-key, and knows herself,” Chamberlain says of the WNSDY woman. “There’s no single muse, but there’s definitely a type of energy: self-assured, thoughtful and a little rebellious in her own way.”
Unisex appeal was always intentional. “From the beginning, we knew we wanted to design without limitations. A great shirt is a great shirt, regardless of who’s wearing it.”
WNSDY’s creative process is refreshingly real world, rooted in the rhythm of busy family life. “As working parents, our days are full and fast — school drop-offs, meetings, shoots, work trips, sports days. We needed pieces that could carry us through all of it without having to overthink it.”
In building WNSDY’s signature silhouettes, Chamberlain and Yeomans enlisted the expertise of fellow Kiwi designer Meg Gallagher, an expert in fit and construction. “Meg was instrumental in helping us refine our vision. Her eye for proportion and detail took our ideas to the next level.”
Though sustainability is integral to WNSDY, Chamberlain is quick to point out that it’s not treated as a marketing hook. “We’re not shouting about sustainability, because for us it’s not a buzzword — it’s just the baseline. We produce in small, considered runs. We work with ethical makers we trust. We choose fabrics that feel good — not just to wear but to stand behind.”
Launching a brand in today’s relentless, content-driven landscape isn’t easy, but Chamberlain believes that WNSDY’s deliberate pace gives them an edge. “It’s a wild time to launch a brand — there’s so much noise. The pace is relentless. But that’s also what makes it exciting. There’s space now for brands who don’t want to do things the traditional way. You can build something slower, smarter, more values-driven — and still find your people.”
Of course, the early stages have come with their own learning curves. “One of the biggest has been balancing the constant demand for newness with our commitment to timeless, purposeful design,” Chamberlain shares. Working closely with marketing consultant Kelly Müller from KMC has also been key: “She’s helped us shape our brand identity and tell our story in a way that feels true to who we are.”
As for what’s next? WNSDY’s focus is firmly on slow, meaningful growth. “We’d love to have an experiential showroom space — a way to connect with people in real life, without going full retail just yet.” For now, building their community, staying true to their values, and creating lasting pieces remains the priority.
“We’ll take our time — there’s no rush. The vision is clear and we’re just focused on building something that lasts.”
This article originally appeared in Fashion Quarterly‘s Autumn 2025 issue.
Words: Sarah Murray.
Photography: Supplied.
