Gus Fisher (fashion)

After the imposition of whiteware import tariffs Lou decided to diversify and began to manufacture women's clothing.

[3] While the young Queen Elizabeth II was the fashion role model for most New Zealand women of the 1950s, Fisher instead looked to Paris for influence.

For his own fashion label, El Jay, he interpreted French couture and created his own version of uncluttered European elegance, making it available to women in New Zealand.

This commitment to experiencing the real thing led to not just a keen awareness of the latest trends but also to the establishment of relationships with the Paris couturiers.

[5] When El Jay introduced their ultra suede line in the late 1970s, the ground floor store in 246 was redeveloped for this new range.

Fisher made significant donations to a number of organisations, including the Auckland War Memorial Museum and community drug education and rehabilitation programmes.

Gus Fisher was a founding donor of the Hood Fund, which enables leading New Zealand academics to share their research overseas.