Maxine Wooldridge

Maxine Wooldridge

After graduating from Whitecliffe College of Arts and Design IMaxine created DMONIC INTENT, a fashion label which focuses on high-end, one-off, women's streetwear...with an edge.

“At DMONIC INTENT we are all part of the design process, the manufacture, the retailing; everything. We don’t contract anything we can do ourselves,” declares Maxine Woolridge, who set up the label in 2007 with her two sisters and her brother-in-law. 

Because DMONIC INTENT is a collaboration of artists from different fields they have been able to combine all their talents and expand into fashion accessories such as their ever-popular zip products, fine jewelery (made from silver, gold and platinum) and art. Their design aesthetic always revolves around the idea of finding beauty in all things dark and dangerous.

Their inclusive approach works! Since then the high-end women’s streetwear label has won a number of awards, participating in the prestigious New Generation Show for the 2012 NZ Fashion Week.

“Running your own label can be very rewarding, especially when you know you've done it your way,” says Maxine.

She says Whitecliffe prepared her well.

“Not only did I learn how to create and how to piece together a collection, but I also learned how to express what I want to say. I've never been a public speaker or talented writer but at Whitecliffe we definitely learned how to be better communicators.”

Maxine Wooldridge