Our Story

Sour Tea is a quirky digital print art brand that has inspiration from a weird and unusual aesthetic. Behind the label, lies a story of family creativity and collaboration. Founder Emma Voyce, a seasoned designer with a diploma in Fashion Design and Technology, is not alone in her artistic journey. Her husband, Shae, and their four children—Cole, Vinnie, Duke, and Winter—are integral to the vibrant energy that fuels their brand. Emma’s extensive experience includes owning a successful children’s line prior to launching Sour Tea, further enriching her design expertise.

Emma's designs are known for their playful, digital print art that transforms quality clothing into canvases of expression. But the magic doesn’t stop there. Each piece is a result of the family's collective creativity.

Founder Emma was a creator and designer of cloth nappies including the weird and legendary Shark Pups, which sold out around the world. With life rapidly changing, the label was sold and Emma’s design aesthetic was left to hibernate. Now, in 2024 we emerge in a new era. Design ideas are reborn, with the same drive for high quality product, cult-like hype, polished interface and customer focused service and delivery.

Cole, Vinnie, Duke, and Winter contribute their own ideas and inspiration, whether it’s through feedback on new designs or simply bringing fresh, youthful perspectives to the table. Their input is a testament to the family’s belief in the collaborative spirit, making each collection a true family affair.

Sour Tea isn’t just a clothing brand; it’s a canvas where the Voyce family’s shared vision and creativity come to life. Every piece tells a story of togetherness and artistic exploration, proving that the best designs often come from the heart of a close-knit family.

Imagine Sour as the grit and grind—the sweat and hustle that go into mastering that skateboard trick, hitting the books for an epic cram session, or busting your chops for a whole year to crush your lifting goals. And then there’s Tea—oh, that’s the sweet, glorious reward you savor once you nail your personal goal. The Sour Tea feeling is that unbeatable combo of hard work and triumph, served with a side of pure joy!

At it's heart, Sour Tea is a bold New Zealand streetwear label that pushes the boundries of design with our eccentric digital prints, showcasing everything from quirky foods to eerie curiosities.

On a wider scale, Sour Tea is also a platform for Artists. Our mission is to celebrate art in all it's forms. Beyond featuring our unique prints, we're committed to spotlighting and supporting New Zealands most extraordinary artists - those whose talents inspire and elevate, and who's work deserves recognition.

Shop your favourite New Zealand artists, and Sour Tea prints on quality t-shirts, hoodies, shorts, pants and more, all in one place - the Sour Tea Platform!