Our Story
TAV is more than fashion. It is identity, heritage, and craftsmanship – made to be worn, remembered, and passed on.
Founded in 1987 by Ellena Tavioni, TAV began as a small cottage business and has grown into a globally recognised fashion brand – built on traditional methods of creativity and storytelling. At the heart of TAV is a deep commitment to authenticity; preserving and honouring the art forms of the Pacific through every garment we create.
“Our ancestors were curious, creative and courageous.”
- Ellena Tavioni, Founder
Our designs begin with heritage motifs hand-carved into printing boards, a practice grounded in Cook Islands craftsmanship. These motifs are more than decoration; they are stories. Each one is carved by artists from the Tavioni family – originally Mike Tavioni, and eventually the late Taputu Tavioni and now Henry Tavioni, Ellena’s uncles – continuing a generational legacy of Pacific artistry.
Our process is intentional, our methods are grounded in tradition, and our values are uncompromising. Every piece is made with respect for the land, the people, and the stories that shape us.
Our Values
Identity
Your Story, Your Thread
Every thread tells a story – yours, and those who came before. Our garments are made to embrace your story – who you are, celebrating your own unique identity in all its boldness, beauty, and possibility.
Knowledge
Honouring the Journey
Our craft honours the knowledge of our Pacific ancestors, carried forward through the hands of artisans. Each TAV piece is more than a garment, it’s a journey shaped by tradition, told through fabric and form.
