It might sound unusual for a brand to close on the busiest shopping day of the year, but as a family of farmers and passionate advocates for New Zealand wool, we’ve decided to step away from Black Friday – shutting our physical and online stores for the day.
Every Honest Wolf is crafted from sustainable and regenerative materials, fairly priced for everyone involved, and most importantly, designed to endure a century on the farm, and a lifetime in the city.
Black Friday’s frenzy of sales and impulse buys just doesn’t line up with our values. It’s a day of overconsumption, quick decisions, and a staggering amount of waste. We’re proud to create pieces that stand the test of time – not ones that are tossed aside when the next big sale comes around.
Wool is a natural, biodegradable and renewable resource that’s helped put New Zealand on the map. But with the rise of fast fashion and cheap alternatives, this wonderous fibre hasn’t got the love it deserves in recent years.
That’s why Honest Wolf has always been much more than just a side hustle. Wool has been intertwined with our lives for as long as we can remember – Sam and I we’re both raised in the shearing sheds. So we set out to hero New Zealand’s most versatile textile, and reinvest in the sustainability of farming the fluffy fabric.
We’ve made it our mission to put the value back into wool. We pay above-market rates for our locally sourced materials, ensuring farmers receive a fair return for their hard work. We’re meticulous about quality assurance, and on the rare occasions we do offer discounts, it’s never at the expense of those who contribute to bringing Honest Wolf to life.
That being said, each and every piece that you guys purchase means more than you could know. It doesn’t just keep our shop afloat – it give us the means to invest back into the industry that our family has been a part of for generations. If you want to help us reclaim the value of New Zealand’s softest export, join us in skipping the Black Friday sales this year. Save your money for something you’ll love for a lifetime – be it an Honest Wolf, or another timeless addition to your wardrobe.
Thank you a bunch for understanding – it means the world. If you have any questions, feel free to reach out.
