Deadly Ponies. Twenty Years. A Legacy in the Making.

Deadly Ponies has officially marked two decades of uncompromising design with a tribute to the craftsmanship that defines its legacy. Born in a small Auckland garage, 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.

Deadly Ponies co-directors Liam Bowden and Steve Boyd.

Founded in 2005 by Liam Bowden and joined a few years later by 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. For more than twenty years, the brand has shaped the New Zealand aesthetic, and its foray into footwear proves that influence now extends far beyond handbags.

Collaborations with the Len Lye Foundation, Anni Albers Foundation, and the globally celebrated My Little Pony collection have pushed the brand into new creative territories, while pioneering innovations like the Recycled Leather collection signal a commitment to sustainability. Alongside Bowden, CEO Steve Boyd has steered Deadly Ponies with strategic precision. Under his leadership, the brand has grown into a multi-million-dollar, vertically integrated business and has led teams across New Zealand, Australia, and Thailand, cementing its place as a trusted and influential voice in contemporary fashion.

Alongside its product innovation, Deadly Ponies has cultivated a distinctive physical presence. Their boutique aesthetic is 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. Since 2014, Deadly Ponies’ stores have offered serene, immersive environments that provide a tangible expression of the brand. As Deadly Ponies steps into its third decade, the milestone is less of a celebration of the past; it’s 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. 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.

- Liam Bowden, Creative Director

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Deadly Ponies - 26 Osborne Street, Newmarket

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