Kia Ora Whānau
I’m Rutu, co-founder and the heart behind Hope Is My Homeboy. This journey began from a place of profound loss and a deep commitment to making a difference. Losing my father to suicide when I was only seven, and then my brother at eighteen, changed everything. My brother was more than family—he was my inspiration and an extraordinarily talented fashion designer. His work was celebrated in events like the World of Wearable Arts (WOW) and many other shows. Together, we dreamed of creating our own fashion line—a vision that was as much about our shared creativity as it was about making an impact.
Originally launched in 2012, Hope Is My Homeboy was born both as a tribute to my brother’s life and as a way to carry forward his remarkable legacy in the fashion industry.
Together with his best friend Mel, a talented illustrator, we designed pieces that spoke of resilience and connection. Our debut collection received incredible support, but as a family, we needed time to heal, so we paused the project. Ten years later, the timing felt right to bring Hope Is My Homeboy back to life, with a renewed focus and a deeper purpose.
Today, Hope Is My Homeboy stands as more than just a clothing line.
It’s a movement aimed at offering hope and visibility to those who struggle. Every aspect of our clothing, from design to material sourcing, is done with care and intention. I’ve poured countless hours into creating each piece, ensuring that our clothing isn’t just worn, but cherished—high-quality, deeply comfortable, and carrying a message of hope. Each item honours my brother’s creativity, a reminder of our shared dream to inspire change through fashion.
By wearing Hope Is My Homeboy apparel
You’re supporting a powerful vision—where home and whānau (family) are places of safety, security, and connection. Our aim is to empower individuals to live lives they are proud of, to create spaces of belonging, and to give back to our communities with tangible support.
Whether you buy a piece for yourself or gift it to someone you care about, you’re joining us in spreading hope, compassion, and resilience. Let’s create change together—one step, one conversation, one piece of clothing at a time.
Our History
2001
Father Takes His Own Life
In 2001 when I was just turning 7 years old my father takes his own life through suicide. We find out he has hung himself in our mothers Marae.
2012
Brother Ends His Life
In 2012 when I was just turning 18 years old my brother takes his own life through suicide. We find out he has hung himself after he was bullied at a party and someone hit him, then told him to go kill himself.
2013
Launch First Collection
Initially we launch our first collection which we partner with Mike King's foundation "I AM HOPE". Mike wears our clothing on his first tour around NZ.
2022
Relaunch Hope Is My Homeboy
On the 10 year anniversary of my brothers death, we decide to relaunch Hope Is My Homeboy in tribute to him. Our first Collection "Check On Your Homies" is fully dedicated to I AM HOPE will all profits being pledged to them.
2023
Battle For The Bays
The first ever BFTB is created. This is a all day tournament made up of all the teams in the region. This tournament is dedicated to raising awareness about mental health and suicide prevention. All funds raised went towards Hope Is My Homeboy.