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Honest Wolf co-founder Sophie Hurley (right) says strong economic competition from synthetic fibres has meant the wool industry has been steadily declining for decades.
Top quality wool from sustainably farmed New Zealand sheep is helping create luxurious everyday essentials including overnight bags, totes, and wallets.
Honest Wolf, a NZ accessory brand, uses wool from the founders’ third-generation farm, Papanui Estate.
Since launching in 2020, Honest Wolf has gone from strength to strength, expanding its collections and recently opening a flagship store in Hunterville.
Honest Wolf co-founder Sophie Hurley says despite New Zealand’s reputation as a sheep-loving nation, strong economic competition from synthetic fibres has meant the wool industry has been steadily declining for decades.
However, thanks to its impeccable eco-credentials and the recent rise in conscious consumerism, wool is making a remarkable comeback, she says.
“Wool is natural, renewable, biodegradable, sustainable, and we have plenty of it in this country; it’s the perfect fibre, and its uses are seemingly endless,” she says.
Honest Wolf’s wool is sourced from Sam and Sophie Hurley’s 3,300-hectare, third-generation farm – Papanui Estate.
The husband-and-wife duo’s 25,000 happy, healthy sheep are sustainably farmed and produce over 170 tonnes of wool annually. Native New Zealand Leather is the natural choice to blend with Papanui Estate Wool, and Honest Wolf has partnered with New Zealand Luxury Group, which works with the same ethical methods. The leather is robust, takes on a defined shape, and is 100% chrome-free.
Hurleu says the new store launch provides a distribution channel for the brand, and supports the local community with much-needed career pathways.
“Opening the store is a significant milestone for us. It’s a massive step for the brand, and I love that we are keeping things local and giving back to our community, “says Hurley.
“Situated in central Hunterville, the flagship store fit-out has a fresh aesthetic with wool used throughout the building, including the shop counter, to proudly showcase the brand’s coveted wool accessories.”
This March, Honest Wolf launches a range of new directional styles to accompany their current collection.
Hurley says Honest Wolf accessories are functional pieces used and worn daily.
“Building on our ethos of purposeful design, we are thrilled to launch a fresh, new range that caters to working life and travel,’’ she says.
The anticipated designs include a briefcase, with a wool body and the welcome addition of New Zealand leather for the base, satchel flap and handles.
“Soft enough to move with you, while standing out from the crowd, the briefcase has a steadfast style for all things business and travel.
“The satchel is a talking-point twist on a classic, mainly made of wool, with softly rounded sides, and a leather base and handles.”
While wool returns continue in the doldrums, smart sheep farmers are looking for alternatives for a product that currently cost more to get off a sheep's back than it's worth. One such initiative is run by husband and wife team Hayden and Anastasia Tristram who farm at Wanstead in the Central Hawke's Bay. Mark Daniel reports.
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