It all began with a desire to revitalise Aotearoa’s wool industry. Through a careful unity of nature and innovation, Wisewool was born; a revolutionary material of delicate, spring-like buds that are intricately woven from wool fibres. These remarkable buds enhance wool’s inherent buoyancy and durability while preserving its unparalleled natural qualities.
Wool has long been a cornerstone of Aotearoa’s industry and identity. But when a sharp shift in consumerism saw manufacturers sidetracked by synthetics, wool—a natural super fibre—fell from favour. Wool prices took a hit, and farmers bore the brunt of it.
We had to do something. With five generations of wool handling in our family, we felt a responsibility to our whenua and community in Tairāwhiti, Gisborne. So we created a super wool: Wisewool. — East Coast Wools
