It’s a long way from Las Vegas to Lower Hutt, but Viliamu Leuga seems to have easily made the transition.

For many years, the Polynesian dual New Zealand/US citizen was based in Vegas, spending his waking hours criss-crossing the US as a strategic business consultant to small and medium enterprises. But, like many transplanted Kiwis, he missed home and in 2008 returned to Wellington.

A chance meeting with childhood friend Matty Peilua uncovered the pair’s shared desire to promote Pasifika culture and clothing. So  they resurrected Matty’s underground fashion label Strictly Da Boyz or SDB, which specialised in urban wear producing high quality in shirts, jackets, sweatshirts and denim jeans.

“We decided to re-brand the label as ESDBE, using the phonetic spelling of SDB, and to broaden the focus to create a limited range of high-end premium clothing with a Polynesian flavour for a younger demographic,” says Viliamu.

Along with three other friends, Viliamu and Matty developed a range of high-end urban t-shirts, which incorporate a distinctive colourful Pacific ethos.

“European, Asians and Maori were getting their designs out there but Pacific expression had yet to be taken to the world. That’s our point of difference – every item in our range has a foot somewhere in our combined Pacific and universal experience with stories, experiences, celebrations, tragedies and happiness infused in the designs.”

Viliamu likens their designs to the popular American Ed Hardy and Christian Audigier ranges, but says the intricacy of the design – lots of layers, 'flocking' and foils, as well as rivets and beading – means they’ve had to look further afield for manufacturers.

“Sadly, no-one in New Zealand was able to produce these for us, so we had to go to Asia. But that also feeds into our ethos that we're a New Zealand company with a global reach.”

In fact, while Pacific and Maori youth are a key demographic, Viliamu admits ESDBE is tapping into the lucrative global market that “believes it’s cool to be brown!”

The company is due to launch in time for Christmas but already the team is starting work on a denim and knitwear range.

“We're in the right place and the right time to make things happen. But we wouldn't have progressed so far so quickly without the help of Grow Wellington's Activate programme. They helped us bring our ideas together and, with the help of New Zealand Trade and Enterprise, have helped us make this dream into a reality...”