A long-running local joke has led to unexpected success for one Waikino family.
Magdalena and Luke Morris are the couple behind Wicked Crafts – a small startup t-shirt design business. Their first design, featuring the slogan, “Is the gorge open?” has seen a burst of popularity in the wake of heavy weather events, fallen trees, extensive roadworks, and other issues causing ongoing uncertainty about travelling along the Karangahake Gorge section of State Highway 2.
“Stop-go signs, road works, “is it open today?” messages flying around – it’s been a bit of a ride.” Magdalena said.
“The tee started as a long-running local joke… about that shared experience of living here and never quite knowing what the Gorge is up to next.”
Magdalena, who works at the Waikino Tavern, said the pub often receives calls from Waihī locals during bad weather, to see if the road was open.
“At least once a month somebody asked this question and my friend was like, ‘put it on a t-shirt’.”
Magdalena and Luke had already been toying with the idea of making custom t-shirts, so when some extra cash came their way they decided to give it a go. They purchased some equipment and a handful of blank shirts, and Wicked Crafts was born.
“I made the first t-shirt for myself and I wore it to work – my friend [said], ‘oh my god, I love it. Can you make me one?’” Magdalena told The Profile.
“He was wearing that t-shirt when the tree came down [blocking the road] and yeah, everything went crazy after that.”
The close-knit community was very supportive, Magdalena said – she estimated more than half of Waikino locals had already purchased a shirt.
Magdalena and Luke took their shirts to the recent swap meet event in Paeroa, and said the reception was positive.
“We got a good response, a lot of photos, a lot of people laughing, it was really cool.”
The operation is still very small – more of a hobby than a full-time endeavor. The pair do all the work themselves, spending their evenings hand-printing orders and testing new design ideas. All of their business is currently word-of-mouth, but a website is in the works, and Luke said they planned to expand into custom orders as well.
“We’re doing it for the family, a hobby slash get ahead in life a little bit,” he said.
“But one of the biggest things that we’re going for, is that we’re buying everything a little bit more expensive, because we want quality, rather than selling something that might give out in a few weeks.”
New designs are also in the works, and the pair have been commissioned to make hoodies for a daycare and shirts for a car club.
“We want to make t-shirts that make people smile, laugh, like I get so many people just laughing out loud when they see that t-shirt. That’s exactly why we are doing this because life is just too boring to wear just black t-shirts all the time,” Magdalena said.
“We are experimenting slowly, but it is a process, all the good things take time, so it’s very, very exciting.”
DETAILS: Find Wicked Crafts on Facebook or Instagram for more information.
