Onny Kaulima and Chris Lay: Steadfast and True


When Point Chevalier resident Onny Kaulima decided to launch his own clothing label – alongside longtime friend Chris Lay – three years ago, there was only one option when it came to a name. “The phrase Steadfast and True represents the ideals and hopes we have for the brand, and it is also the motto of Ponsonby Primary, my old school and a place that holds so many awesome memories for me,” he tells me over coffee at Dizengoff. “I always wanted to one day have a company under that name, and now I do.”


When Point Chevalier resident Onny Kaulima decided to launch his own clothing label – alongside longtime friend Chris Lay – three years ago, there was only one option when it came to a name. “The phrase Steadfast and True represents the ideals and hopes we have for the brand, and it is also the motto of Ponsonby Primary, my old school and a place that holds so many awesome memories for me,” he tells me over coffee at Dizengoff. “I always wanted to one day have a company under that name, and now I do.”

Steadfast and True calls itself “a purpose built label committed to designing timeless, long lasting basics with a focus on detail, quality and strength”. Its mission statement also says that it was “inspired by our childhoods and originates from early Ponsonby heritage,” and Kaulima was proudly born and raised in the central city suburb and its surrounds.

He was born and grew up mainly in St. Marys Bay, and describes a childhood spent “pretty much up and down Ponsonby Road, hanging out with friends who all lived in the same area and getting up to trouble!” His family also owned a home in Keppell Street, Grey Lynn, cementing his history in the area. In his later teens he attended college across the bridge, but as soon as he could get back he did. He’s a resident DJ at Ponsonby Social Club on top of his Steadfast duties, and his partner Rickie Dee is the co-owner of Ponsonby Road retail institution, Superette.

But back to Steadfast, and where it all began back in 2013. With the company still in its infancy, he and Chris spent the first year of their label’s life still working in full time jobs, Onny as sales and marketing specialist for DC Shoes and Chris at Nike Platinum. “We realised we were getting older and wanted to do our own thing,” Kaulima tells me with Lay nodding in agreement, “and we always knew we had a clothing label in us of some kind. We also knew that as we were getting older some of the newer brands on the market just didn’t suit us so much these days.” Lay adds with a laugh, “and most of them are built for guys way smaller than us, it just wasn’t going to work anymore!”

The pair is keen to assert that they still wear – and love – a huge amount of other menswear names, and that Steadfast and True was always designed to fit in effortlessly with other labels whatever your style. “I don’t think anyone really wears one label top to toe anymore,” says Onny, adding with a laugh “unless you are a very rich lady from Florida in full Versace, then go for it!”

They spent their time after hours during their first year working on design and branding, determined to get things right from the get go with no compromise. And while the first twelve months of the brand’s life was spent “doing exactly what we wanted to do”, the second involved following the advice of their retailers and market trends, something they both agree in hindsight they won’t do again in a hurry. “It seemed like a good idea at the time, but it really sent our brand in a different direction,” says Onny, and it was one that they found themselves not so comfortable with. Since then they have gone back to their original vision, and are clearly pretty damn happy with where they are going.

It is still a truly collaborative affair, although Onny works more on the sales side of the business whilst Chris gets his real buzz from design and branding strategies. The final product is touched by both hands equally though, refining each and every piece until it is something that they both would be privileged to wear.

They are clearly hugely passionate about what they do, describing to me the intricacy involved in finding the perfect grey marle and how they are trying their best to reach out to the man they have in mind when they are designing – as in, guys like themselves “that grew up collecting things and arguing about and listening to great music”, who want to look good and feel good doing it.

Their collections are always made up in a palette of basic navy, black, grey marle and military green, the latter of which features heavily in their A/W 16 collection. “We have really stuck to our guns this season,” says Onny, “and have gone for even more of a military look. We have got some army-style overshirts in drill cotton with detachable nametags, a cargo-type military pant… It is actually quite influenced by our very first range but it has been revisited and refined.”

It is clear that the label has truly hit its stride, and its co-founders along with it. Straight outta Ponsonby, and proud of it.

Steadfast and True is available locally at Superette and Needles & Threads. (HELENE RAVLICH)