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The activation will run across all four days of Fieldays at Mystery Creek, with visitors encouraged to donate old socks in exchange for a free pair of Back Country Men’s Brushed Thermal Socks, valued at $16.
Back Country offers rural clothing made for those who live it - from socks all the way through to 100% wool jumpers.
Fieldays Visitors Encouraged to Swap Their Old Socks
Fieldays attendees will be able to hang old socks on the Sock Swap Fence regardless of their condition, with thousands expected to be collected over the four-day event.
"Every Kiwi has a pair of socks - or many - that have seen better days, and it's an item that you tend to leave until last to replace," says Rachel Hitchcock, The Warehouse Group general manager, marketing.
She says the activation is inspired by the Cardrona Bra Fence.
"We’re bringing the North Island’s answer to the iconic Cardrona Bra Fence to Fieldays, to provide a taste of the quality Back Country has to offer."
Donated Socks to Be Recycled Through ImpacTex
The retired socks won't go to waste either - every sock donated will be recycled through ImpacTex and transformed into signage, packaging, and furniture.
Hitchcock says Back Country is proud to be partnering with the company to recycle the items which would otherwise find their way to the landfill.
"Through our Sock Swap Fence, visitors to Fieldays can actively participate in the circular economy and see firsthand how even the most worn-out items can have a second life," she says.
Over the four-day event, donated socks will gradually build into a large-scale installation at the Back Country site.
Exclusive Fieldays Deals on Rural Apparel
Alongside the Sock Swap Fence, visitors will be able to shop exclusive Fieldays-only deals across selected Back Country products, including kids' waterproof overalls, wool men's jumpers, winter fleeces, and beanies.
A selection of the brand’s wider range will also be available to browse on the day, spanning footwear such as essential gumboots and work boots, hunting camo and waterproof jackets, and shorts and fleece pants.
Designed for Rural Kiwi Lifestyles
Hitchcock says the Back Country range is designed to meet the demands of rural New Zealanders and outdoor lifestyles.
“Whether you’re on the farm, heading out hunting, or spinning a yarn, Back Country gear is as real and hardworking as you are. It’s made to handle early starts, long days, and everything the elements throw your way,” she says.
The Back Country apparel range is available year-round at The Warehouse stores, online at thewarehouse.co.nz, and at Fieldays, Mystery Creek, Hamilton between 10th and 13th June.
