In a world where synthetic material has become omnipresent in the clothes and accessories we buy, it’s reassuring to know that there are still businesses out there intent on keeping it au naturel where they can.
Sophie and Sam Hurley dreamt up Honest Wolf after searching for a niche in the market they could cater to using their farm’s existing resources.
“I had experience in marketing and sales roles when I was previously living in Auckland, and I wanted to bring that experience back to be able to build a brand that we’re passionate about and that is purpose-driven,” Sophie told us Urban List, as we drove to and from their Papanui Estate in the Lexus NX 450h+ F SPORT.
Conceived from their farm in Hunterville, the Honest Wolf range of bags and accessories are crafted with wool sourced directly from their Papanui Estate, along with ethically sourced New Zealand leather. For this farm-to-fashion process, Sophie and Sam tap their beloved sheep to provide biodegradable, renewable and sustainable wool.
Long-Term Functionality Is Key
Embedded in the fibre of Honest Wolf is the promise of a practical high-quality range that serves its purpose for years to come, while also boasting natural materials that look and feel like top-tier craftsmanship.
“The qualities of the wool we describe as nature’s wonder product,” Sophie explained. “It is a renewable, biodegradable material that we can shear off our sheep twice a year—we really want to showcase the benefits of using wool in everyday lives.”
Both wool and leather are renowned for their moisture-wicking properties, making them the ideal material for products like bags—especially if you’re ducking from the house to the car on a rainy day sans an umbrella.
Merch With A Purpose
The motivation behind Honest Wolf lies in the name, as Sophie has set her sights on leading the pack to reinstate wool’s place in fashion and be upfront about every step of the process.
“We hope to be one of the leading brands that fully showcases the materials that the bags are made from—from start to finish,” Sophie said. “Inside [each bag] we’ve got a map of our farm. When anyone purchases one of our bags, we always want them to trace back to where it started from.”
The personal touch to each of their products might just revitalise that sentimental approach we used to apply to shopping, where the plan was to hold onto that bag, coat, or favourite tee until someone else in the family finds it in our wardrobe and places dibs on it.
Whether it’s a bag or a car, reframing these items as an investment purchase is just as important to the sustainability movement as the other factors in place.
Less Is Luxe
With two kids in tow, Sophie and Sam have discovered that, for them, living life is more about quality over quantity—from quality time with their kids in the car to the products they sell and the sustainable pieces adorning their home.
“Our dining table is from my sister’s antique store in Auckland. It’s a piece I know had a life before us, but it’s also going to have a life around our family for many years to come, so that’s a super special piece for us,” Sophie said. “In our home, we just find less is more.”
If Honest Wolf customers talk about their bags the same way Sophie talks about her dining table, the future of fashion is looking bright.
Head to Lexus to inspect its latest compact SUVs. With innovative design and technology catered to people with places to go, sustainably-built models by Lexus are peak luxury—without the carbon footprint.
Editor’s note: This article is sponsored by Lexus and proudly endorsed by The Urban List. To find out more about who we work with and why read our editorial policy here.
Image credit: Urban List