BW 36.174 is a made-to-measure luxurious fashion brand, designed in New Zealand By Blair Wheeler. 

The brand is identified by the designers initials BW followed by the numbers 36.174 which are the geographic longitude and latitude coordinates of Auckland, New Zealand, where each piece is meticulously crafted. 

Born in Auckland , New Zealand, Blair discovered his penchant for clothing design during his younger high school years. Through a scholarship programme Blair studied Fashion at Whitecliffe College of arts and design in Auckland, showcasing his first collection in 2012. 

Since 2010 Blair has worked alongside and under the mentorship of Master tailor and Couturier Adrienne Winkelmann. After years of developing key skills and enough confidence, Blair launched BW 36.174. Initially a menswear brand that worked to push the boundaries of design through the use of unconventional materials, and methods.

BW has since evolved into a womenswear brand with a new objective.

The BW aesthetic is two things. Technical, with an intelligent sensuality, And an extension of his muse. A women who evokes confidence, determination and exudes magnetic energy. The BW brand strives to create a modern platform for the endearing women, bidding focus on it’s made to measure service, so every women can experience the sense of empowerment BW brings.