About us

Behind the Yellow brand is a collective of humans who are passionate about Kiwi businesses and giving back.

Our customers are more than partners in business, they are our reason for being, and empowering them has led to us looking further afield to their communities to see where we can extend support and spread aroha.

We’re on our own journey - always learning, growing together, and evolving to be better people, make a positive impact in our community through diversity, inclusion & equity and supporting survivors of domestic violence – a huge social issue in Aotearoa. 

Along the way we’ve connected with some beautiful people doing important mahi in their own communities and they have become part of our journey. Kōwhai Community is our growing extended whānau made up of the groups below. They are the everyday heroes, doing their best to support their communities, and we’re always looking for more ways to highlight the work they do and encourage others to get in behind them.

Anyone can join the Kōwhai Community if our kaupapa aligns with yours - you can follow the links below and contribute to our partners, or get in touch with them to find out more. Our intention is to extend/grow/create manakitanga – sharing aroha, uplifting others, enhancing the strength of our whānau and communities.

We stand proudly alongside these people, and invite you to become part of our Kōwhai Community by supporting them, however you choose to do that.

Products & Services

The Aunties

Founded by Jackie Clark in 2013, The Aunties walk alongside those living with domestic violence to guide, listen, and provide support until they are confident enough to walk in their own power. This grassroots charity provide resources and emotional assistance for women and their children who have experienced partner abuse and sexual violence.

Click Here to find out more or donate.

Her Say

Her Say is written from the hearts of New Zealand women from all backgrounds. The book is a collection of uncompromising and challenging stories, but offers hope, healing and redemption. All royalties from the book go back to The Aunties to support their important mahi. 

Click Here purchase the book

Robyn's Undies

Yellow has teamed up with Robyn Malcolm to launch a pop-up undies business. Robyn wanted to create undies that empower Kiwi women to do their everyday, Kiwi women stuff. To create a vibrant collection Robyn collaborated with NZ artist Karl Maughan. All profits from the Undies will go towards The Aunties. 

Click Here to Shop

Camellia House

Camellia House is a safe haven for women and their children offering temporary accommodation and support services to enable them into independence. Located in Palmerston North, they rely on grant funding, donations and local business support.

Click here to donate, get involved, or find out more.

Sponser a Safelet

Everyone deserves to feel safe. The "Sponsor a Safelet" initiative aims to provide Safelet Personal Safety Alarms to vulnerable women across New Zealand to allow them to do the things they love with freedom and independence. 

Click here to find out more or Sponsor a Safelet.

3 Sidekicks

Meet three young creative Kiwis with a love of animals, graphic design and a passion to give back to other Kiwis and bring awareness to others. Their personalised NFDHH mugs show how to finger spell your name and $5 from each mug sold go directly to the National Foundation for Deaf and Hard of Hearing. 

Click here for more info

Sunday Blessings

Founded in 2018 by Laurie McLeod, Audrey Van Ryn and Danielle LeGallais, Sunday Blessings has worked relentlessly to provide for the community with the firm belief that no one living in Auckland City should have to search through a rubbish bin for food. With a focus on reducing the mass amount of food wastage, they also educate youth on how they can make a difference within the community and are researching food wastage laws.

Click here to find out how you can volunteer your time (individually or as a team), make a donation or partner with them.

National Foundation for Deaf and Hard of Hearing

National Foundation for Deaf and Hard of Hearing focus on creating programmes and campaigns that help to foster a society that is more inclusive and recognises the needs of the deaf and hard of hearing community. Their number one priority is to help people reconnect and transform lives through access to support, hearing, healthcare, and rehabilitation. There are so many ways individuals or groups can get involved including sponsoring hearing screening at secondary schools.

Click here for more info

Drag Wars

Drag Wars is New Zealand's longest running Drag Competition starring the finest drag talent that Aotearoa has to offer! Hosted by the hilarious Kita Mean and Anita Wigl'it from Rupaul's Drag Race Down Under this is a night full of laughs, smiles and ridiculousness! Over the course of the night you will be wowed by dazzling Drag shows and at the end will vote for who you think deserves to win the $500 cash prize! As a platform for up and coming drag performers, Drag Wars are always on the lookout for people to sponsor the cash prize for the winner. The money goes towards helping them on their drag journey with costumes, make up, and accessories. 

Click here for more info and to purchase tickets.

Cookie Project

The Cookie Project is a certified social enterprise that employs Kiwis with disabilities to make award-winning delicious cookies. Purchase cookies here or get to know the bakers through awesome experiences like the ‘Cookie Challenge’ or ‘Baking in the Dark' to generate hours of meaningful employment for bakers with disabilities. #nomnomnom 

Click Here to purchase cookies.

Click Here for more info.

The Aunties Kai Tautoko T-Shirt

The wahine toa of The Aunties whānau have been working on a special project that has left them feeling proud and empowered.  These Kai Tautoko (supporter) tees are part of their dream to give back to The Aunties and become self-sustaining. All money, other than courier cost (included in the price), goes to The Aunties for the first 100 sold. After 100 units are sold, 70% of the money will go to The Aunties.

Pre Order here.

Aroha by Hinemoa Elder

The timeless wisdom of Maori proverbs - 52 traditional Maori sayings explained by respected Maori psychiatrist Dr Hinemoa Elder, showing us how we can live better lives, in harmony with the planet.

Click Here to purchase the book

StarJam

StarJam, a not-for-profit where young New Zealanders with disabilities unleash their full potential through the magic of music, dance and performance. Their nationwide workshops, gigs and events connect young people with disabilities (Jammers) with their passions, peers and wider community. Join StarJam today and play your part in creating a New Zealand that celebrates the potential in everyone.

Click here to find out more or donate.

Get in touch