Corporate companies adopt Samoan cultural attire
Aotearoa's corporate world is experiencing a cultural shift as traditional Pacific attire, such as the ie faitaga [Pron: Ee-Eh Fye-Tuhng-Ah] for men and puletasi for women, are becoming a regular part of professional dress.
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Pasifika staff taking pride in cultural work attire
A Samoan community engagement staffer at a New Zealand bank says the company's Pasifika uniform raises awareness "of our many Pasifika cultures". Pacific attire, such as the ie faitaga for men and puletasi for women, has become a regular part of professional dress at ASB. Niuafolau Joel Amosa said the first question from his Samoan family was how it would be perceived. "But I think being 2025, you know, everything's available to be yourself," he said. "And I think outside of that, just proud that ASB have jumped on board and supported us from start to finish. "If anything, it raises awareness of our many Pasifika cultures. And it also allows a bit of curiosity - to be asked, what is that? And allows for just a nice touch of bringing your full self to work." He said he feels like it's connected with the daily routine of Samoan life or Pasifika life. "You wear your best when you go to work, when you go to church, so it's a big sign of respect. And so I feel very at home to where Pasifika attire in amongst a corporate environment and also outside." In 2013, Niuafolau graduated from the University of Otago and took a position as a receptionist at the ASB head office in 2015. Niuafolau now looks after a team of community bankers and the relationship manager of schools. Smiles and joy for Niuafolau Joel Amosa (Left) and Lani Punatai (right), who now get to wear their Samoan Number 1s to work in a corporate space. Photo: RNZ / Nick Monro Niuafolau's soātau (colleague) Lani Punatai is another who is proud to wear something close to her cultural identity. She's an insurance product manager. She said as a Pasifika committee, they wanted "our people to be comfortable in their own skin". "Bringing their whole self to work each day." Other New Zealand companies like Air New Zealand have also been developing in this space. Air New Zealand's Samoa country manager Samantha Imo-Munif said when Air New Zealand rolled out their uniform, it was about the visibility of culture in a workplace. "Seeing the Ie faitaga embraced in our new Air New Zealand uniform, designed by Emilia Wickstead, is incredibly meaningful. "It's more than just a uniform element; it's a visible expression of identity, respect, and cultural inclusion." She said the uniform change has also resonated with Air NZ's Samoa-based team. She said the company's Apia team played a key role in how the piece was incorporated into the uniform. "The response has been overwhelmingly positive, with many of our Pacific colleagues expressing pride in seeing their culture acknowledged so authentically." The Pacific engagement manager at Auckland University of Technology, Lemoa Henry Fesuluai is also a Samoan lecturer and cultural expert. He said he is all for promoting cultural attire. "When I was at school, when students were coming with their Ie faitaga or the long dress for the ladies, for the females, I was always trying to make sure that it maintained the same value of the school - that [it] aligned with the values of the school - as well as maintaining our Pacific beliefs and principles and customs; in the sense that it wasn't worn disrespectfully or wasn't worn out of a wrong colour; that it still aligned well with the school uniform requirements and regulations. "I am all for the for seeing that stuff, and it's great to see, because now what I think it is - despite what people may think in terms of the business ventures or that part of what people may critique - is that I see now that that's the evolvement of where as a nation that we're moving to. "And it's taken X amount of years to get to this part where we're looking at the importance of dress code and attire. "It's understanding that that attire in our sense is the formal attire; it's the cultural wear that's widely accepted in our society." Rosalyn Clarke GM for Business Transformation and Customer Engagement Photo: RNZ / Nick Monro Rosalyn Clarke, ASB's GM for business transformation and customer engagement, said this uniform is a way of celebrating and recognizing Pacifika culture within their wider ASB whanau. "This was an initiative driven by our people," she said. "ASB's been a proud supporter of Polyfest for the last 40 years, and so in this 50th year - very special year of Polyfest - creating this uniform and having it ready for the 50th year of the festival, just seemed like the perfect way to honour that connection." The collection features a men's sulu and a women's top and skirt set. "It was designed collaboratively with input from our Pasifika network community. Every piece has cultural meaning and significance. So we really wanted it to be something that our people could wear with pride and with respect." Clarke said the response has been "overwhelmingly positive". "What I've loved seeing is that both our Pasifika staff and non-Pasifika staff have both really expressed an interest in wanting to wear this uniform. And even better, we've heard from our customers of Pasifika heritage that when they visit an ASB site and they see our people reflecting traditional Pasifika-inspired dress, it helps our customers feel a greater sense of belonging as well."
