Estelle Dippie of Commonplace

Can you tell us a little bit about yourself and your brand?

My name is Estelle Dippie and I am the founder and brand director of Commonplace Essentials and Commonplace Distribution. I’m originally from the South Island of New Zealand but am currently living in London.

Commonplace Essentials began as an offshoot of Commonplace Distribution (CPD)—our sustainably-focused wholesale fashion agency. The idea emerged in 2020 when we started making logo tote bags for CPD. With growing demand from our community and wholesale partners, we introduced 100% GOTS-certified organic hoodies and track pants. Since then, the line has evolved into a full collection of essentials, retailing online at Commonplace Shop and through stockists across New Zealand and Australia.

At its core, Commonplace Essentials focuses on vintage and sportswear-inspired classics with a “prep and uniform” aesthetic. We believe the most sustainable clothing is the piece that works hardest in your wardrobe—timeless, versatile, and a go-to for daily wear.

How did your journey start?

I grew up in Otago and studied marketing and communication at Otago University, always wanting a career in fashion that combined creativity and business. Commonplace Distribution (CPD) was born when I found myself unexpectedly unemployed due to the Covid-19 pandemic. I had been working in PR in Auckland and, facing limited opportunities amid lockdown, began working on something of my own.

My time in retail and buying for a boutique gave me insights into curating high-end collections and sourcing unique pieces. The idea for CPD grew from a conversation about filling a gap in New Zealand’s market for international designers.

Can you share an interesting aspect of your work?

Since relocating to London, work travel has become a big part of my life—visiting brands we represent, attending fashion week, and more. Building relationships with our brand partners, suppliers, and retailers is incredibly rewarding and enriching.

What are the future plans and goals for you and your company?

I’m focused on strengthening our distribution business and in-house brand, with New Zealand as a key priority. We’re also eyeing expansion into Australia and the UK to grow our presence internationally.

Can you tell us about your Spacefor activation?

Our Spacefor activation will be split into two phases. The first half (Mon-Thurs) is dedicated to wholesale, where we’ll showcase brands from Commonplace Distribution, such as Camper, Stine Goya, Skall Studio, and OperaSPORT, along with Commonplace Essentials. We’ll host buyers and press by appointment to preview and place orders for upcoming ranges.

The second half (Fri-Sun) will be a consumer-focused activation for Commonplace Essentials—our first-ever ‘pop up’. This is a unique opportunity for us to showcase our SS24 collection and meet our customers in person. Visitors can enjoy coffee and matcha from Allpress and Liquid Lightning, receive an exclusive tote bag with purchase, and shop previously sold-out favourites.

Quick Answers

Currently, my favorite brands are: Gimaguas, Wales Bonner, and Simone Rocha. If budget allowed—Jil Sander and The Row.

An object I can’t live without: iPhone, laptop, Kindle, and water bottle.

My favorite online destination: SSENSE or BOF.

My favorite place to shop: Le Bon Marché.

Offline vs. Online: BOTH!