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Introducing Ātea by TAV
By TAV
Mar 3, 2025
TAV proudly introduces Ātea by TAV, a refined new sub-label that marks an exciting new chapter in the TAV journey. Ātea by TAV was created to preserve our traditional hand-carved prints for generations to come.
Each of our classic TAV prints has been digitally re-created, carefully capturing every natural detail, ensuring these designs can live on through time in a modern medium, while keeping the same hand-crafted character that created them. This evolution allows us to honour our longstanding artistic expressions while embracing new possibilities – safeguarding tradition while looking toward the future.
Huna and Sheena both wear the Raiana Shirt and Meari Shorts, in Coco (Brown) and Olive (Green).
The Collection
The debut Ātea by TAV collection steps into a new horizon, introducing elevated resortwear, workwear, and semi-formal pieces designed for the modern woman and man.
The collection features printed linen trousers and blazers, crisp cotton shirts, and fluid cupro-silk top and trouser sets. Each piece balances clean lines with effortless comfort; designed for both island and urban life.
The colour story draws deeply from nature – earthy cocoa browns and olive greens, grounded by a warm cream reminiscent of the Pacific sky. Together, these tones create a muted, natural palette inspired by the landscapes that shape us.
How Ātea by TAV Differs from TAV
TAV is deeply rooted in traditional practices and artisanal craft, with garments created in the homeland of TAV; Rarotonga, Cook Islands.
Ātea by TAV opens a new chapter within the TAV story, allowing us to explore new fabrics, constructions, and silhouettes, with pieces crafted beyond the Cook Islands. This expansion gives us the creative freedom to innovate, while remaining guided by the values that define TAV.
While Ātea by TAV presents a more refined and structured aesthetic, each garment continues to embody the spirit of TAV; celebrating Pacific craftsmanship, slow fashion, intentional design, and quality that endures.
Sheena wears the Omai Cupro Shirt in Cream, and Moeana Linen Trousers in Coco.
Huna wears the matching Iva Linen Blazer and Hinatea Linen Skirt in Coco.
Sheena wears the Omai Cupro Shirt in Cream, and Hinatea Linen Skirt in Olive.
Tepuretu wears the Tamavi Shirt in Cream.
Teara wears the Tamavi Shirt in Dark Turquoise.
Crafted from Natural Materials
True to our commitment to sustainability, Ātea by TAV is crafted using natural materials such as linen, cupro, and mother-of-pearl shell. These materials are selected for their luxurious feel, longevity, and reduced environmental impact; designed to be worn, treasured, and kept.
Sheena and Huna both wear the Vaitua Linen Top in Olive.
