Tonimarie creates to inspire….

X . L A B 

is a unique life style street brand. Allowing people to feel empowered as well as comfortable. Each collection is made to be versatile and different from the norm. 

Style an individual a process that evolves and changes. X . L A B believes your style should reflect who you are, what you love and empower your own individual style. 

X . Signature pieces with that X factor. 

L A B  - A place for invention, creation and experimentation using only the best quality products


"LIFE ……… Isn't about finding yourself it's about creating yourself"


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X. L A B was founded by Designer Tonimarie as a reflection of her personal and professional life, following almost 25+ years in the fashion design world with extensive overseas travel and the success of two major New Zealand made labels sold Internationally.


The X . L A B business has evolved  through covid where three generations came together to contribute to the success and growth of X . L A B. Tonimarie’s mother Gaylene helping with production and now in-store and  her daughter Kayla modelling and helping behind the scenes with advertising and branding. We are a close team and look forward to meeting u in-store. 


At X. L A B we strive to engage with customers as we are locally made. Listening to how we can improve the look, style and cut for your shape and enjoyment. Clever styling and unique prints designed by the X TEAM tailored to fit are our signature ….X 


X. L A B 


We pride ourselves on being ethical and sustainable using natural fibres. Creating a system that makes well crafted pieces using only the best products available. Every garment is designed by Toni Marie who oversees the design process from sample range to production, cut, sewn, printed and produced  by 5+ manufactures around New Zealand.