From humble beginnings as an open-ended creative outlet, the brand Inf Def was born under which Jono could make things, whether fashion, furniture or skateboards. Starting out in menswear, designed by Jono and manufactured locally in Christchurch, Infinite Definite needed a home, and despite the great selection of retailers at the time, none of them quite fit the bill. Enter Infinite Definite the shop. First opened in 2008 in the old ANZ chambers on High Street, the store grew quickly and it wasn’t long before Jono and Sarah were picking up other rad brands from NZ and all over the world.