Two heritage brands, PGG Wrightson and Norsewear, work together to grow New Zealand's wool sector.
On any given morning, farmers across New Zealand slip wool socked feet into work boots before heading out on farm. Their choice of sock may boil down to comfort, wearability, or tradition, and, perhaps, home-grown pride in the wool we grow so well. However, the origin of the wool we wear is often unknown.
Until now.
A new value chain
PGG Wrightson and Norsewear are partnering to create a fully traceable supply chain of New Zealand grown wool for use in Norsewear’s woollen socks, beanies, and other woollen apparel, through PGG Wrightson Wool Integrity NZ™.
“Despite perception, not all wool products are equal or even made from 100 percent New Zealand wool. The provenance of the wool is often unknown. Manufacturing, now often done overseas, dilutes it with lesser quality wool from other countries by blending it in to save money. This partnership changes the game with a fully integrated value chain with benefits to the grower and consumer. The wool we are delivering is fully traceable back to the farm, and is guaranteed to be 100 percent New Zealand Wool Integrity Wool,” says PGG Wrightson’s General Manager of Wool Rachel Shearer.
“Farmers are rewarded for their hard work, and consumers know they are getting a top-quality product grown under best practices.”
Wool Integrity NZ, established by PGG Wrightson’s Wool and its exporting arm, Bloch & Behrens, certifies the fibre is ethically grown. Each farmer must meet Wool Integrity’s strict standards for animal welfare, environmental sustainability, workplace standards, wool quality, and traceability.
To Norsewear, a well-known and respected manufacturer of wool apparel since 1963, this distinction matters.
“Our customers expect and deserve a high-quality product,” says Norsewear owner Tim Deane.
“We are a New Zealand company. By transitioning to a fully traceable wool supply through PGG Wrightson, we are supporting New Zealand farmers and an industry that has allowed all of us to prosper. For us, it is about creating opportunity for everyone. As we grow, we will not only be able to buy more New Zealand wool but will continue to also create more regional jobs.”
A sustainable future
“It is the world’s most sustainable fibre, and New Zealand produces the world’s best wool,” says Rachel.
Rachel would be forgiven for her bias, but she is not wrong. For generations, wool and New Zealand have gone together like lamb and mint sauce. The sector contributed $448 million to the economy last year, and we are the third largest wool producer in the world, after China and Australia.
Wool, particularly New Zealand wool, can be found in everything from clothing to carpet, bedding, insulation, and tennis balls. Unfortunately, the introduction of synthetic fibres impacted the sector.
A shifting tide
“Consumers want to know where things come from. They want to know what they put on their backs does not cost the earth,” says Rachel.
Each year, some 200,000 to 500,000 tonnes of microplastics enter the global marine environment from clothing alone. However, it is not just our ocean facing a microplastics pollution problem, but our drinking water, food, and even the air we breathe. To fight the tide of fast fashion, France, Sweden and the European Union have enacted Extended Producer Responsibility (EPR) legislation which requires producers to be legally and financially responsible for the entire lifecycle of their products. With other countries exploring ERP legislation, it could potentially become industry standard worldwide.
“Polar fleeces are not fleece; they are plastic. Wool? It is the opposite of fast fashion. You wear it for years and years and when you retire it, it naturally degrades. Your synthetic fibres do not,” says Rachel.
Investing in the future, investing in wool
“Investing in wool is an investment into the future,” says Rachel.
“Farmers are understandably wary of claims of any ‘one thing’ to fix the industry. What we are doing by partnering with Norsewear is not the fix, but it is a start, an incredible start to investing into the future of New Zealand wool. This partnership is an example of what our entire consumer market could look like. As we demonstrate success, we welcome other New Zealand consumer brands to join us to benefit the industry overall.”
PGG Wrightson and Norsewear are not the only one’s banking on wool. Starting in July, woollen fibres are the preferred choice for government buildings and Kāinga Ora social housing; and Norsewear recently secured the contract to produce all the socks for the New Zealand Defence Force (NZDF).
“NZDF previously bought socks made in the USA. Now, their socks will be made from wool grown by PGG Wrightson farmers,” says Tim.
A full circle moment
One of these farms is Meikleburn Station, near Fairlie in Canterbury. Its owners, Andrew and Heidi Jamison, farm 4,000 half breed ewes, 400 merino weathers in addition to some 1,200 calves and cows. From the Technical Field Representative’s regular visits to Stock Agents at their on-farm lamb sale to their Wool Representative who sells their wool—PGG Wrightson works with Andrew and Heidi to touch all aspects of their operation.
For Rachel, this next evolution with Norsewear completes this full circle relationship with the customer.
“Andrew and Heidi raise the sheep that grow the wool we sell to Norsewear through our Wool Integrity assurance programme, who turn them into beautiful socks we stock and sell in our stores. From Meikleburn Station to PGG Wrightson’s store shelves, the connection goes full circle. I believe one of our roles in the wool industry is to reconnect people to the product and the industry,” Rachel says.
For the Jamison’s, it is about seeing the result of their labours.
“It is a great feeling to walk into a shop and see an end product of such high quality made with our wool.
“It is exciting to understand the journey of our wool once it leaves the farm, and to be able to share with family and friends the wonderful product our wool is made into,” say Andrew and Heidi.
Growing up on a sheep farm, Rachel knows the work that goes into that pair of socks, but also the good it creates.
“Wool is more breathable, warmer, durable, and more sustainable than any other fibre on the planet. I know my son is better off because we wrap him in wool. Wrapping people up in wool, is wrapping them up in love.”
