The Forgotten Kiwi Icon – 100 Years of History
The Story of Oscar Eide
1900s – A Sailmaker Lost at Sea
Oscar Eide, a Norwegian explorer and sailmaker, set off on a journey around the world, crisscrossing the Southern Ocean. The winds must have been strong because he ended up all the way down in Aotearoa, New Zealand. landing in the small coastal town of Whanganui.
1921 – Eide & Co. is Born
Back then, Whanganui was a hub for textiles and fashion. Ships came and went, trading goods along the river. But Oscar had a problem—steam-powered ships were making traditional sails obsolete. With all the skills and nothing to lose, he pivoted. Eide & Co. was born, specialising in tents, awnings, and rugged canvas gear made from his favourite material..waxed canvas.
1930s–1940s – The Tent Boom
Through the interwar period, Eide & Co. became a household name across New Zealand. Their innovative canvas tents were featured in newspapers and magazines. The company was thriving—but Oscar had bigger plans.
Eide's Factory Shop 1939
1950s–1960s – From Tents to Workwear
By the 1950s, the business had exploded. Eide & Co. expanded into a huge factory in Whanganui, hiring hundreds of workers. Farmers across New Zealand were battling the elements, and they needed gear built to last. The company answered with oilskin coats—heavy-duty jackets made for the rugged, windswept landscapes of Aotearoa.
1960s – A New Era
Oscar Eide passed on, and new directors took over the company. The business kept growing, but the world was changing fast. 
1980s – The EDIX Experiment
By the 1980s, new plastics and waterproof technology were on the rise. Canvas was out, synthetics were in. The company rebranded as EDIX, chasing high-tech performance gear. It had mixed success, and ownership shuffled. The brand was starting to lose its soul 
1990s – Oscar Eide Back on Track
In the 1990s, the brand returned to its roots. The Oscar Eide name was brought back, along with its signature canvas coats. The designs were as strong as ever—but trouble was brewing.
2000s – The Collapse of NZ Manufacturing
The New Zealand government was going all in on globalization. Tariffs were cut, subsidies scrapped, and cheap imports flooded the market. Fast fashion took over. Almost every Kiwi-made brand shut down or moved offshore—including Oscar Eide. Just like that, the brand was gone.
2021 – The Rebirth
But history has a way of coming back around...
In 2021, a chance encounter with an Oscar Eide original sparked the next generation of Kiwi-made fashion.
Today, we carry forward the Oscar Eide legacy—creating timeless jackets, designed and made in New Zealand for the modern world.
Behind the Scenes
This reel got a lot of love on Instagram, it gives a little behind-the-scenes look of what we're about!