Blenheim’s streetwear smarts

Marlborough’s homegrown streetwear brand is bringing a splash of colour back to Blenheim.

Aiden Treston and his Obsessively Confused Design Clothing (OCDC) brand began in 2018 as a side hustle inspired by wanting his young daughter a better life while while he worked as a landscape architect.

But the Blenheim dad has been able to direct his energy into his brand and will be back on home turf with a two-day popup store soon.

Aiden, 26, says his diagnosis with Obsessive-compulsive disorder (OCD) was a major building block for his brand.

It’s been key to giving the brand a creative edge, he reveals.

“The brand story is really important to me because being open, honest and personal about living with OCD is part of the brand’s unique appeal”, he says.

“OCDC combines designs that I like, and designs I think the brand’s audience will like, because of the wide spectrum of designs that come out of the two different mentalities there’s something that resonates with customers.

Aiden failed design at Marlborough Boys’ College but says he didn’t make the most of the opportunity at the time.

“At the time I didn’t know what a creative outlet design is, or how to direct my thoughts into it.

“Everyone has their own creative niches - I didn’t realise mine was clothing until after school.”

“But if you find something you love, make unique moves and have a point of difference, you never know who is watching.”

With Aiden selling strictly via the internet after closing a physical store in Blenheim, OCDC’s momentum meant it was picked up by independent streetwear store Studio One in Wellington. Aiden is glad to hand off some sales while expanding brand presence in stores.

“Having OCDC available in Studio One has taken pressure off me to do all sales and marketing on top of the designing, and people like seeing products in person which you can’t do online.

“The biggest impact my OCD has had was when sales dipped down – my self-talk became ‘what am I doing wrong?’ and I was blaming myself for poor sales.

“We were the least known brands in the store when we started supplying them earlier this year, but it started flying off the shelves - I’ve had constant reorders since.

“I’ll walk down the street in Wellington now and my son will point out OCDC pieces, and I’m really proud of that.”

Aiden is eager to bring OCDC back to his hometown Blenheim at a pop-up store this October.

“I’m proud to be from Blenheim – one of my side projects is a TikTok account ‘Blenheim to the World’ – and it amazes me people don’t know where Blenheim is, so I put it on the map in my own way.

“The pop-up will have a bit of everything - from unreleased samples and older lines to newer releases and expanding into unique product lines of home décor, blankets, rugs and tapestries.

“In my mind the pop-up is like walking into my brain, learning the story, buying into the experience, and leaving with a piece or two.”

Learn more about the OCDC Clothing Pop-Up Store HERE.