| 25 T T Nicki Woodlock Norsewear’s tough comfort leads the way Norsewear offers a range that includes New Zealand Merino socks, gloves, beanies, and apparel. Since 1963, Norsewear has been at the forefront of innovation in Merino socks and woollen apparel for New Zealand’s outdoor enthusiasts. In the 1960s, Sir Edmund Hillary helped put the brand on the map, selecting Norsewear socks and beanies for his Mt Everest expedition. Ever since, generations of Kiwis have relied on Norsewear for durable, comfortable, high‑performance socks built to last. Founded by Norwegian Ola Rian and his Kiwi wife Shirley as a side hustle in their Johnsonville, Wellington home, the business began with a range of Scandinavian‑style ski hats and socks crafted from New Zealand wool—giving rise to the now‑iconic ‘Farm Fleck’ sock. Owner and Managing Director Tim says: “The company has never strayed from Ola Rian’s mission to make quality knitwear for outdoor people using the very best New Zealand Wool”. Since 2023, Norsewear has been led by new Kiwi owner and Managing Director Tim Deane, who heads a team of 20 who work onsite in the manufacturing hub in Norsewood, Southern Hawke’s Bay, plus a marketing manager and a textile designer based in Auckland. Tim brings a vision to expand Norsewear’s reach globally. Tim says; “‘Norsewear has a fantastic heritage and has always made products of exceptional quality. I could see that with some investment we could take Norsewear to the world and bring goodness back home to a regional community”. Norsewear MANUFACTURING Renowned for its “tough comfort,” Norsewear offers a range that includes New Zealand Merino socks, gloves, beanies, and apparel. Proudly designed and made in New Zealand, Norsewear uses natural fibres such as New Zealand Merino wool and New Zealand possum fibre, with every strand of PROUDLY SUPPORTING NORSEWEAR Suppliers of Made in New Zealand printed fabric labels Woven Labels | Leather and PU | Swing Tickets www.foilprint.co.nz 0800 365 250 Embroidery Heatpressing Branding on merchandise (pens, chilly bins, magnets etc) Uniform options (from corporate, sports team or just a fun weekend away) Professional, Friendly service Hi-viz/safety gear Feel free to contact either Sharlene or David for a chat about your options on 06 374 9947 or Sharlene on 027 218 0575 or David on 027 221 4958 Mitre 10 Dannevirke are proud to support Norsewear Dannevirke Mitre 10 155 High Street, Dannevirke Phone: 06 374 6045 Email: dannevirke@mitre10.co.nz wool fully traceable and Wool Integrity NZ certified. Synthetic fibres are blended in to deliver the durability customers rely on. In Norsewood, high‑tech Italian knitting machines transform this premium wool into socks that are antimicrobial, thermo- regulating, moisture‑wicking, odour‑ resistant, biodegradable, and durable offering long‑lasting comfort in every pair. Norsewear were awarded finalists in the ExportNZ ZIWI Excellence in Innovation category at the 2025 Hawkes Bay Export Awards this year. Tim states: “We teamed up with PGG Wrightson to create a new value chain for 100% New Zealand wool—one that supports growers, and delivers traceable, ethically created, high- quality garments and accessories to consumers”. Norsewear have recently won the contract to supply socks to the New Zealand Defence Force, following rigorous testing that T T to page 26
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