In the heart of Norsewood, a small town with Scandinavian roots in Hawke’s Bay, Norsewear has been crafting durable woollen garments since 1963. Known for its iconic socks and outdoor wear, the brand has long been a staple for hardworking New Zealanders and adventurers alike. 

Now, under the ownership of Tim Deane, Norsewear is entering a new chapter, one that brings it closer than ever to the source of its fibre, New Zealand wool growers. 

“Over the years some iconic Kiwi brands have moved away from using 100% New Zealand wool. It’s been commoditised and diluted with other wools to reduce prices for manufacturers, and wool sector pricing has been heading in the wrong direction,” says Tim. 

“It’s been tough for our farmers. We’re looking to reverse the trend. By ensuring a fully integrated value chain, we’re ensuring that when consumers choose Norsewear they experience the quality and provenance of 100% New Zealand wool products, and over time growers will reap better returns.” 

Through a partnership with PGG Wrightson Wool and the Wool Integrity™ programme, Norsewear sources certified, traceable wool that meets world-leading standards for animal welfare, environmental sustainability, and fibre quality. 

Norsewear’s wool is sourced from Wool Integrity certified farms, including Meikleburn Station, then scoured and spun offshore by world-class yarn manufacturers who focus on the durability and comfort of the yarn. The yarn returns to New Zealand and lands in Norsewood where it’s transformed into high-quality socks, beanies, and apparel by Norsewear’s talented knitwear specialists. The final products are available through the Norsewear website and stockists, and comes full circle when it returns to PGG Wrightson’s 90 retail stores across rural New Zealand and the online store. 

“As Norsewear transitions to a fully traceable value chain and grows, we’ll not only be able to buy more New Zealand wool at fair prices but also create jobs in regional New Zealand as we expand manufacturing. We want to encourage other companies to take this approach,” Tim says. 

The Wool Integrity™ mark is set to appear on all Norsewear packaging in the future, with the brand proudly standing behind the values that have always been at its core—quality, community, a high standard of animal welfare, and care for the land.