Growing up in rural New Zealand, wool has been intertwined with our lives since way back. But at some point between outgrowing our toddler gummies and stepping into big kid gumboots, we realised that with the wool price steadily reclining in recent years, these durable fibres were being severely undervalued by the market.

So when New Zealand decided to ban plastic bags back in 2018, we had an idea to help fill the void, while also changing how people valued NZ wool. Using the wool shorn from our Papanui Estate ewes – a Romney x Kelso crossbreed who produce high quality 35 micron wool – we designed a reusable shopping bag that wasn’t just naturally cooling and durable, but also seemed to pair with pretty much every outfit we had on hand. 

From there, we’ve managed to curate different lines of bags and accessories that have helped us change the way people all over the world value the wool they are made with. Today, we’re super proud that our Honest Wolves are farm hardened, but also designed to tie into every wardrobe and any occasion. 
Beyond that, we’re staunch advocates for Kiwi wool on the world stage, and not just Papanui Estate Wool either. While I’ve been overseeing the production process from raw material to finished product, Sam has also been flying near and far to reintroduce the globe to arguably New Zealand’s greatest export. No matter where we go, we’re constantly finding creative ways to bring up the topic in any and every conversation.

Cheers.