Manawatū Clothing Store Celebrates 80 Years of Fashion

A clothing store in Feilding, New Zealand, is celebrating its 80th anniversary this week, marking eight decades of fashion evolution and community engagement. Gracies, a family-run business, has adapted through changing styles and economic landscapes since its inception in 1945.

From Humble Beginnings to Community Staple

The shop was founded by Alex Gracie, who returned from military service with a £240 rehabilitation loan. Having learned the trade from his own father’s menswear store and through management experience at Hallenstein Brothers in Wellington, Alex opened the first location in a private hotel at the corner of Fergusson and Goodbehere streets. Over the years, he expanded the shop into a community hub, known for its extensive collection of menswear, including braces, mouthguards, flat caps, and rugby shorts.

Reflecting on the past, his son Kerry Gracie shared, “We’d have a window full of suits and hats. Everyone came and bought them because they always dressed up to go to the Feilding races back in the day.” This commitment to formal attire has shifted over the decades, with modern fashion trends leaning towards casual styles.

A Legacy of Fashion and Community Support

Kerry initially hesitated to join the family business, but after returning from overseas in 1967, he decided to stay and ultimately took over the store in the early 1970s. Following in his father’s footsteps, Kerry became a devoted supporter of local sports teams and community initiatives. In 1980, he expanded the store’s offerings to include women’s fashion, further solidifying its role in the community.

The store was also known for hosting lively fashion shows featuring prominent figures, including Miss Universe 1983 Lorraine Downes. Kerry reminisced about the excitement surrounding these events, saying, “We would build a catwalk, do it at lunchtime, get the champagne out, and get some girls out.”

Over the years, Gracies has adapted to significant changes in the retail landscape. While school uniforms once formed a substantial part of their business, the shift to internal suppliers has altered their inventory needs. Kerry noted, “January was just a mad house. But they’re all done internally now.”

Today, Gracies reflects the evolving tastes of the modern consumer, with brands like R.M. Williams and Aertex becoming staples. Kerry mentioned that it has been some time since he wore a tie in the shop, illustrating the casual trend in men’s fashion.

As the store celebrates its milestone, renovations are underway, including a new roof and solar panel installation. Kerry appreciates the recent government measures regarding earthquake-prone buildings, stating that they have provided necessary relief for the business.

Sharon Thomas, who has worked at Gracies for 14 years, highlighted the family-oriented environment, saying, “I couldn’t ask for a better boss. He and [wife] Ali are lovely. They’ve done a lot for the community.”

Gracies will mark its 80th birthday with a week of special promotions and giveaways, inviting the community to join in the celebration of a beloved local institution.