From Cocoa to Couture: The Untold Story of Samoa’s Iconic Brand, Eveni

Step into any Samoan household and you’ll likely find a piece of Eveni. A school uniform, an elei shirt, or a dress reserved for Sunday best.

It’s a brand synonymous with Pacific identity. Yet behind the familiar label lies a story that stretches nearly a century — from copra trading posts to the global fashion stage and now their first shop in Tamaki Makaurau! 

From the All Blacks to the smash hit Signature Choir, Eveni’s distinctive elei print is popping up in the spotlight across the region. 

The story begins in 1929, when the Carruthers family opened their first business under the name I.H. Carruthers Ltd. “Our story begins in 1929… a family business started as cocoa and copra merchants, operating networks of rural trading stations across our islands,” says Eveni Marketing Director Hether Vaai.

For decades, the family thrived as merchants, but by the 1970s, Samoa’s rural trading economy began to falter. Something had to change. “The move into fashion was a strategic pivot, not an original objective,” says Vaai. “As the role of rural trading stations diminished, we transitioned into general retail… but it soon became clear that continued reliance on imported brands wasn’t enough.”

The solution was bold: to create their own fashion line. Starting with authentic Samoan elei, Eveni Carruthers leaned into its cultural knowledge and decades of trust in local communities. It was a turning point that would redefine the business.

The name itself bridges past and present. “Eveni comes from the Samoan pronunciation of ‘Irving,’ a founding family name, while Carruthers honours our trading roots,” explains Vaai. “Together, it’s a name that blends heritage with modern relevance.”

Culture quickly became the heartbeat of the brand. “We’ve made elei our signature, blending traditional Samoan motifs with contemporary styles for both local and global audiences,” says Vaai. “Our product development and branding decisions are driven by research, consumer connection, and a commitment to preserving Pacific Island visual language.”

That cultural heart has carried Eveni through some remarkable milestones. Perhaps the most famous came in 2015, when the All Blacks visited Samoa and wore Eveni elei. “A standout highlight was in 2015, when New Zealand’s All Blacks wore Eveni Carruthers designs during their historic visit to Samoa,” recalls Vaai. Since then, their clothing has been worn by England, Wales, Spain, Georgia, and Fiji Drua.

Expansion soon followed. “Another significant milestone was our successful expansion into markets across New Zealand, Hawaii, American Samoa, Japan, Fiji, and the Cook Islands,” says Vaai, proof of the brand’s cross-cultural appeal. Their flagship store in Samoa has welcomed stars from Sonny Bill Williams to J Boog, while celebrities like Auli’i Cravalho, Gianni Infantino, and Tim Cahill have proudly donned Eveni.

The path hasn’t been without obstacles. “The greatest challenge has been transforming from a merchant trading company into a fully-fledged design-led manufacturing and fashion retail business,” admits Vaai. “This transition required building new capabilities — from design and textiles to digital marketing and export compliance.” By upskilling, forging supplier partnerships, and embracing digital tools, Eveni turned a challenge into long-term growth.

Today, the company is run by a revitalised leadership team spanning design, marketing, finance, and global development. Their ambitions remain clear. “Our vision is to further scale as Samoa’s leading lifestyle and cultural fashion brand,” says Vaai. “Future ambitions include growing digital commerce, expanding into more Pacific diaspora communities, and investing in sustainable production.”

For those within the company, the brand represents something far deeper than clothing. “Eveni represents cultural continuity through commerce,” Vaai reflects. “For the internal team, it’s a point of purpose… For customers across the Pacific and beyond, the brand stands for trust, cultural pride, and beautifully crafted design.”

From trading cocoa to creating couture, Eveni’s journey is one of transformation anchored in identity. 

If you are in Auckland, you can now get your own taste of Eveni Samoan styles at their new shop at 1 John Goulter Drive near the Auckland Airport. 

The Auckland store marks a new chapter in Eveni Pacific’s journey, bringing its legacy of Pacific fashion excellence directly to Aotearoa. With designs once reserved for the world stage and Pacific icons, New Zealanders can now experience the brand’s signature style and heritage in-store — a chance to connect with a piece of the Eveni legacy right here at home.