DEADLY PONIES CELEBRATES TWENTY YEARS OF SUPERLATIVE DESIGN & CREATIVITY

Just months after the now-iconic Aotearoa-born design house was born, Deadly Ponies founder Liam Bowden’s sister (then in independent PR) asked me if I would help with writing copy for the then emerging brand. I was struck immediately by both the vision and the creativity behind each considered design, and I soon became a raving fan. Twenty years on and I find myself spending an inordinate amount of time obsessing over the Mr. Foldabit tote in Radicchio and marvelling at their latest collection, clearly still in awe of all the brand has achieved. My considerable archive of Deadly Ponies pieces also speaks for itself, ever-growing and forever loved.

Deadly Ponies' Steve and Liam

From Tāmaki Makaurau to the world
Born in a small Auckland garage, in the twenty years since its first collection Deadly Ponies has since grown into one of Australasia’s most coveted names in luxury leather accessories - its journey defined by expert craftsmanship, a commitment to sustainability, and cutting-edge design that challenges convention.
Founded in 2005 by Liam and joined a few years later by his husband Steve Boyd, Deadly Ponies has evolved from one-off creations stitched at a kitchen table into an internationally recognised brand, with flagship boutiques in Auckland, Wellington, and Queenstown, and an obsessive global following. From the outset, Bowden’s vision was clear: design without compromise. His mastery of form and construction, honed outside traditional fashion training, has created a distinctive aesthetic that blurs the boundaries between progressive design and everyday utility. Its foray into footwear proved that its expertise now extends far beyond handbags, and clever collaborations with the likes of the Len Lye Foundation and a globally celebrated My Little Pony collection have pushed the brand into new creative territories - while pioneering innovations like the Recycled Leather collection signal an ongoing, passionate commitment to sustainability. To become the world’s most responsible handbag brand, Deadly Ponies worked tirelessly to achieve Toitu’s carbon-zero certification and was most recently B-Corp certified.

Then there’s the stores…
Alongside its product innovation, Deadly Ponies has long cultivated a distinctive physical presence, with an in-store aesthetic envisioned by internationally acclaimed interior designer Katie Lockhart in close collaboration with founders Liam and Steve. Guided by a shared passion for art and vintage design, the spaces are curated with rare works and collectors’ pieces sourced globally. Serene, immersive environments that provide a tangible expression of the brand, they are also helmed by consummate retail professionals, as passionate about the brand as its legions of fans.

The third decade
Reflecting on the beginning of its third decade, the brand says the milestone is less a celebration of the past; and more a statement of intent for the future. Expect bold new designs, limited-edition collaborations, and a continued evolution of the design language that has defined the brand since its first stitch.
“This next chapter is about expanding what we do, while refining what we’re known for,” says Liam. “We’re not interested in growing for the sake of it. It’s about going deeper, not wider. Everything from creative to operations feels more considered, more confident, more defined, and we want that to come through in product, and in our brand experience.”

Happiest of birthdays, Deadly Ponies – and here’s to the future!