It all began with a desire to bring the wool industry back to its best. Wool has long been a cornerstone of Aotearoa's industry and identity. But when a sharp shift in consumerism saw manufacturers sidetracked by synthetics, our famed 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 — a Wisewool. A revolutionary material engineered by intertwining wool fibres into tiny spring-like buds that enhance its inherent bounce and resilience while retaining wool’s incomparable natural attributes. Now, at last, a growing environmental awareness is seeing the pendulum swing back in favour of natural and renewable fibres. Product origins, composition and sustainability have regained their rightful value, and our 100% natural, organic, and chemical-free Wisewool is leading the charge. https://www.wisewool.co.nz