Blending Aotearoa New Zealand’s agricultural heritage with contemporary fashion sensibilities, Honest Wolf produces a range of durable and sustainable woollen pieces from locally sourced materials. Nestled in the North Island, its third-generation farm at Papanui Estate spans over 3,300 hectares, farms over 25,000 sheep, and holds the title of Supreme Winner and Emerging Business at the 2023 NZI Rural Women NZ Business Awards.
Honest Wolf is the brainchild of Co-Founders Sophie and Sam Hurley. They formed the business as a solution to several challenges the couple faced, including navigating rural life with a young family amid decreasing wool prices.
Tired of her daily commute and wanting to prioritise family, Sophie sensed an opportunity to repurpose wool from their 80-year-old farm into a range of carefully crafted fashion and accessory items.
“We were looking for a way to achieve a greater return for the farm’s wool, and realised the natural temperature regulation properties of wool presented a great opportunity to design our own sustainable shopping bags – particularly as plastic bags were being phased out,” says Sophie.
“From shopping bags to totes and backpacks, caps to even wallets, we’ve been able to curate a range of woollen products that are built to last.”
Honest Wolf quickly gained traction within its rural community who could relate to similar economic challenges. As the business has grown, Honest Wolf has focused on giving back to its community through employment opportunities, sponsorships and fundraising efforts – a ‘full circle’ moment for the brand and a manifestation of its manaaki (respect, care and reciprocity).
As a nod to Honest Wolf’s origins and part of its well-considered branding narrative, the inside of its bags features a topographical map of Papanui Estate as a hidden gem for product owners. The brand name itself speaks to the Hurley’s promise to use honest materials in their products with total transparency, and their aim to be a leader among the pack.
Recently joining the FernMark Licence Programme, Sophie says fellow brands they admire inspired them to take the next step on their journey.
“We noticed other quality brands we wanted to associate ourselves with were already FernMark accredited, and realised this was crucial in marking our authenticity as an ethical and sustainable business.”
While still relatively new to the programme, Sophie says they plan to display the FernMark on swing tags in Honest Wolf’s flagship retail store in Hunterville and use it in online marketing to further boost consumer confidence in their products. As they look to establish their presence in international markets, Honest Wolf sees the FernMark as a powerful tool to enhance trust and credibility.
“The FernMark is recognised globally as a symbol of New Zealand's quality and authenticity, and it’s exactly what we need to stand out and gain consumer trust in competitive markets like Australia and the United States,” says Sophie.
Testament to Honest Wolf’s values, the brand is an official supporter of the New Zealand Team for the 2024 Olympic Games in Paris, France. The partnership involved creating a licensed range of wool and leather accessories specifically designed for the Games.
“A portion of proceeds from sales of these products goes back to the New Zealand Olympic Committee, helping to fund athletes' journeys to the Olympics,” says Sophie. “At the same time, we’re able to promote New Zealand's high-quality materials and craftsmanship globally – it’s a win-win.”
As the business collaborates with other local brands and supports national initiatives like the New Zealand Olympic Team, the FernMark adds another layer to Honest Wolf’s compelling brand narrative. It reinforces their position as a proud custodian of New Zealand's innovative spirit.
“We often hear from other rural New Zealanders who are inspired by our journey. They see that it's possible to build a successful business from the farm, blending family life with entrepreneurship. Our message to them is always the same: location doesn't need to be a barrier,” says Sophie.
“You can thrive in your career in ways you might not have imagined, right from where you are. The FernMark helps us share this story of rural innovation on a global stage, showing that New Zealand's entrepreneurial spirit reaches far beyond our cities."