Episode 18: Crafting luxury with purpose, the Deadly Ponies story

Pictured above: Liam Bowden and Lilah McDonald.

In this season finale, Lilah McDonald sits down with Liam Bowden, the creative force behind New Zealand’s iconic leather accessories brand, Deadly Ponies.

What began as a garage hobby in 2005 has evolved into an internationally recognised luxury label with sustainability at its core.

Liam shares the brand’s two-decade journey, from scavenging scrap leather and selling one-off pieces, to becoming net carbon zero certified and committing to being the world’s most responsible handbag brand. Discover how Deadly Ponies is redefining ethical fashion through innovative design, waste reduction, low-impact freight, and circular recycling practices, all without compromising on style or quality.

Episode highlights

• The origin story of Deadly Ponies — and the quirky inspiration behind the name

• How Liam balances aesthetics and ethics in design

• The challenges and opportunities of building a sustainable luxury brand

• Why leather’s longevity can support a more circular fashion model

• Innovations in waste reduction, packaging, freight and supply chain ethics

• Deadly Ponies’ recycling programme — giving old bags new life

• Real talk on greenwashing, and how the brand stays transparent and authentic

• Liam’s vision for the future of leather alternatives and responsible fashion

“It’s not just about looking good — it’s about making something once, and making it right. That’s how we build sustainability into luxury.” – Liam Bowden

Get in touch

Website – nzbusiness.co.nz/podcasts
Instagram – @sustainablyeverafterpodcast

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Find out more about about Deadly Ponies

Website – deadlyponies.com
Facebook –@deadlyponies
Instagram –@deadlyponies

A special thanks to sponsors of this podcast, Milford Foundation that is supporting education, youth and the environment to build a better tomorrow for all New Zealanders.