74 | ‘Take less do more’ ethos rings true True Fleece offers tops, t-shirts, leggings, jerseys and hoodies for Kiwi adventurers of all ages. Kim Newth MEAT & WOOL » True Fleece Banks Peninsula farmers Carl and Tori Uren have long appreciated the natural comfort and durability of merino, worn while working out on the farm in all weathers or venturing in the hills. Their passion for merino is what paved the way to their own merino clothing business, True Fleece, now flourishing as a classic New Zealand brand offering tops, t-shirts, leggings, jerseys and hoodies for Kiwi adventurers of all ages. “Our goal has been to build a good solid, homegrown Kiwi brand of merino clothing that people will keep wearing for years,” says Carl. “Our mantra is ‘take less, do more’ and everything we do goes back to that. Merino is amazing stuff and I’m not just saying that because it’s our brand. You can wear it over and over again and it’s still good as gold. Our base layers are so durable and you can do anything in them, whether going out for a coffee or a run.” Carl and Tori originally started True Fleece as a way to provide a merino choice for their children’s school uniforms. Providing natural, ethically produced New Zealand merino clothing for schools or sports teams is still important for this couple, but their main focus now is extending this choice to the outdoor adventure market. Carl is a bit of an adventurer himself, with plans to do the Coast to Coast race next year. As well as supporting a number of multi-sport events in the North Island, True Fleece is the sole sponsor of New Zealand’s newest multisport event, the Clifftop Challenge. Carl and Tori will host the inaugural event on their Le Bons Bay farm next November. The epic course is ideal for multisport competitors, mountain bikers and trail runners, (go to clifftopchallenge.co.nz for more info). The True Fleece reputation for adventure is gaining further traction through the brand’s partnership with Teams CP, a Christchurch-based endurance coaching specialist. “Compared to five years ago, I’d say our turnover has tripled and I think that’s because New Zealanders like getting out into the wilderness and like wearing New Zealand merino that lasts and is sustainable. The feedback we get is overwhelmingly positive.” Carl and Tori set up True Fleece to operate as a home-based business, with manufacturing by a Christchurch-based partner. That model has worked well during Covid. True Fleece even attracted a new online following, particularly in the early stages of the pandemic when people were at home with more time to explore New Zealand made options online. In recent years, the couple have scaled back their sheep, beef and bull grazing operation to include just one lease block of 220ha to supplement their own farm. Stock unit numbers have been reduced accordingly to around 5,000 in total. “By concentrating on the land we own, we have got a better business as a result. We’re not as big and busy and we’ve been able to reinvest some of the money from that reorganisation into True Fleece.” Running two businesses gives both greater resilience. Looking long term, Carl and Tori hope it will also give their four children more options later on if they wish to get involved. Proud to support True Fleece Transport (2006) Ltd BANKS PENINSULA SPECIALISTS IN Call Andrew now on 03 3251 024 Mobile 027 473 0172 Freephone 0800 662 344 • Livestock Cartage • Hiab & Bulk Freight • Ready-mix Structural Concrete • Fertiliser Delivery • Shingle Supply & Delivery (All Grades) Ask the people who know the peninsula
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