High above the Rakaia Gorge, in the shadow of the Southern Alps, the southerly wind whips the top of Quartz Hill Station, but Dan Harper is immune to the chill. His Stoney Creek Strong Wool Pullover is proving more than sufficient protection from the elements. It is a full circle moment for Dan, years in the making, because this wool jersey’s journey started on his farm.
Since the 1980s, Stoney Creek has been making clothing for work and play in the outdoors. Each piece is purpose-built and designed to adapt to whatever Mother Nature throws at you, but for many years the Stoney Creek range primarily featured synthetic materials and fabrics. However, Stoney Creek CEO Brent McConnell wanted his new range to not only offer comfort and performance but also support the rural communities who wore them.
“A large proportion of our customers are farmers. They wear our gear to protect them from the elements while working on the farm. We had some bold ambitions to deliver a range of quality wool quality products they could be proud of, which meant using 100 percent New Zealand-grown wool.”
After months of supply chain and consumer research and consultation with experts - farmers, growers, wool industry experts, local and off-shore manufacturers – Stoney Creek decided to craft their wool range to benefit the wearer and the farmer.
“Our research showed a lack of consistency about what ‘NZ made’ and ‘made from wool’ means, and a lack of transparency around the origins of the wool used. We want Stoney Creek to embody the full Wool circle – hoof to human. The wool is born here, to be worn here and around the world,” explains Brent.
The Stoney Creek 100 percent New Zealand Wool range uses wool from Wool Integrity NZ. Established by PGG Wrightson’s Wool and its exporting arm, Bloch & Behrens, Wool Integrity NZ ensures each farmer meets strict standards for animal welfare, environmental sustainability, workplace standards, wool quality, and traceability.
“Wool is premium product. It is a durable, sustainable, natural. New Zealand is the third largest global supplier of wool, and despite its incredible value, our growers have seen declining returns for decades,” says Palle Petersen, Bloch & Behrens General Manager.
“Our farmers have not always seen the returns on their hard work. We believe this should change,” says Brent.
Dan and Georgie Harper have worked with Stoney Creek, as part of the Rural Test Team, since 2018. They were not seeing the return on their wool.
“Farming is tough, and financially the sheep side of the business, specifically wool, has been struggling. We must take the wool off the sheep. It is an animal welfare issue, but the cost of shearing was more than the wool was worth,” says Dan.
Dan and Georgie were considering getting out of the wool business.
“We discussed shedding sheep, as a way to lower our costs,” says Georgie.
But then, Brent began talking to the Harpers about trying something different.
“Our wool is the best in the world. It is not a by-product, but a commodity. We wanted to see if we could Stoney Creekify it by bringing it to life in the way we do and pay more to the farmer for this exceptional product,” explains Brent.
This required a change in manufacturing and supply chain.
“We are a New Zealand owned business, investing and using New Zealand grown wool. Our priority is to pay farmers more for their products and provide consumers with a high-quality product at a reasonable price. We scour the wool in New Zealand, then build it via our technical supply chain overseas before shipping it back to New Zealand,” says Brent.
Stoney Creek is hoping to influence other manufacturers to invest in New Zealand wool, a move PGG Wrightson and Bloch & Behrens fully supports.
“We were buoyed by the new government policy prioritising New Zealand wool in building projects; others should follow suit. From carpets to socks, to jerseys and tennis balls, wool is our most versatile commodity, and producers are only limited by their imagination. Using New Zealand wool is an investment in our farmers and rural communities,” says Palle.
Dan, Georgie, their four children, and their dog wear their Stoney Creek gear, which started life at Quartz Hill, with pride.
“Our wool would leave the farm on a truck, turned into carpet, and we would never see it again. Now, with Stoney Creek, we have a real connection to the end consumer, and we can see our wool come to life and on clothing racks. Stoked,” beams Dan.
This range is a step into the future for comfort and wearability.
“These are so soft. They are nothing like the coarse wool jerseys our parents would force us to wear as kids, which would make you come up in a rash,” laughs Georgie.
At Quartz Hill, there are no longer discussions about self-shedding sheep.
“For us, there is a glimmer of hope in the wool industry and it’s exciting,” says Dan.
