At just 26, Estelle Dippie already has multiple notches in her belt. She’s the founder and brand director of her own sales and brand agency, Commonplace Distribution (CPD), and recently she’s made a foray into fashion, establishing her own clothing brand, Commonplace Essentials, that carries a line of sport luxe basics. Basing her operations between Tāmaki Makaurau/Auckland and the picturesque town of Wanaka, the founder manages to have the best of both worlds.
Despite knowing from a young age that she wanted to work a job that blended fashion with business, starting her own agency wasn’t so much an organic decision as it was a necessity. In early 2020, as the COVID-19 pandemic began to unfold, she was made redundant from her position at an Auckland-based PR agency. With a sudden abundance of free time on her hands and a sense of uncertainty about what lay ahead, she turned her attention towards building something of her own. “I had spent time working in retail and buying in a designer boutique through my studies and absolutely loved learning about the buying process; how to curate the perfect range and what goes into producing and sourcing high end goods,” says Dippie. “The idea for CPD was first dreamed up after a conversation about a gap in the market to bring new international designers into New Zealand with my good friend and mentor Amy Henderson, and it all began from there.”
Placing her focus on consciously-minded international fashion and lifestyle brands, Dippie’s role at CPD is to drive sales and awareness for her various clients throughout Aotearoa. She’s quickly accrued an impressive list of clients, ranging from the likes of Australian homeware brand Fazeek, to clothing brands such as FELLA Swim, Friend of Audrey, and Musier Paris.
It was Dippie’s insight into the local fashion market through her clients which also brought about the development of her own brand Commonplace Essentials, which initially began as a form of merchandise for CPD. “Commonplace Essentials began sort of organically when we started making CPD branded logo tote bags and caps as a bit of a brand moment for friends of our agency,” explains the founder. “The demand from our small community came from there and we started making 100% GOTS-certified organic unisex hoodies and track pants as a creative side project.” Managing brands with a conscious, ethical attitude towards production, Dippie also endeavoured to do the same with her own brand. “We take our time to get the garment and design right, and we’re not in a rush to push massive collections or numbers straight off the bat,” she says. “For me it’s more about starting from a place of creativity and realising the vision of the brand, and then seeing what resonates the most with our customer.”
Since the release of her Winter ‘23 collection ‘Take Care’, the brand has garnered stockists not only throughout Aotearoa, but in Australia as well, with pieces available to purchase at Sydney-based boutique, Tuchuzy. Right now, Dippie and her team are working on the brand’s next collection ‘Shellhouse’, which will be arriving in November 2023 and offering a selection of lighter, more summery garments. “It’s our first range that’s really geared towards summer, so I’m excited to see how it goes,” says Dippie.
One of the biggest personal accomplishments for the founder more recently has been the ability to work remotely while she travels through Europe. “It’s always been a huge professional and personal goal of mine to live and work overseas, and I feel immensely grateful that I have a job and team that allows me to work remotely to do this,” she explains. “I’ve been incredibly fortunate to have spent the last two months in Europe… No two days have been the same for a while!” While she will always consider Wanaka her home base, the next move for Dippie will be relocating to London for the next year or two to continue living her dream abroad.
To those interested in following a similar career path, or, more specifically, starting their own business, Dippie closes off by imparting a few sage words of advice: “Just start,” she says. “Being in the very early stages of building a business when you have nothing to lose is like a special superpower. Use your naivety and fresh perspective to your advantage, ask for help, pitch ideas to people you admire, think big and be prepared to work hard to make it happen.”
Quick-Fire Questions:
An album/artist/playlist I play on repeat is… Loyle Carner.
My favourite place to dine… Pici.
My go-to outfit formula right now… Longline Oversized Denim Shorts, White Tee or Button Down, Clogs.
The item at the top of my wish list… Alaia Mesh Ballet Flats.
Three beauty products I cannot live without… Drunk Elephant Bronzing Drops, Charlotte Tilbury Flawless Filter, Dermalogica Dynamic Skin Recovery SPF.
This season I’m splurging on… Euro summer travel… no shopping treats for me for a while!
The most cherished item in my home is… My family doggo Blue.
Somewhere everyone should go at least once in their lifetime… New York or Paris.
Imagery: supplied.
