Wool Lifestyle

Our New Zealand wool has impeccable attributes. The integrity of the fibre is outstanding with a lot of effort being poured into its credentials as a truly sustainable material.

None of this matters if we forget to mention how wonderful it is to experience life with wool in your habitat.

Our wool is life enhancing. Wool is a fibre evolved by nature over centuries to provide warmth and safety. It does not melt. Wool won’t attract oily stains like some synthetic fibre.  Wool can breathe and moderate humidity making it great for asthma sufferers. Wool absorbs noise unlike hard floors. Manufactured right 100% wool products will outlast other materials and keep looking good for a very long time.

But what really matters is that wool feels lovely.

People aspire to luxury, and people like to feel good about their investments.  We have the fibre that delivers a luxurious and responsible lifestyle.



Bio Wool – A new era of innovation

Up-cycling is the new recycling.   Rather than focusing on ways to hide waste from manufacturing why not reduce waste altogether.  But when that is not possible up-cycle the left-over’s from manufacturing into value-added new materials and products.

Daniel McLaughlin, a New Zealander studying at the Royal College of Arts in the UK came to visit us to show us his development with wool.   We could see the potential for hundreds of applications for Daniel’s work and offered to assist with sourcing re-claimed fibre from the textile industry.

From our work on Crumbwool we knew that Anglo Recycling were already rescuing wool fibres and creating needle punched materials.  Daniel took this material and created Biowool, which he has crafted into a suitcase as an early prototype.

biowool suitcase

The BioWool Suitcase

By combining wool with bio-resins Daniel has created a substrate that is incredibly strong, completely renewable and at the end of its life biodegradable.

The best part for me is that this is the beginning of a whole new era for innovation with wool.  By moving into new product categories where there are no preconceived ideas about how wool is used and what it’s value might be, we can start imagining the customer experience and design far more exciting products.

The textile industry is full of people that think they know all about how to process wool.  Daniel does not know all these rules so his vision is not constrained by the status-quo.

Biowool suitcase

Daniel’s Biowool suitcase has even been noticed as an amazing new material by gadget magazine Stuff.  Follow this link

Creating Magic

Make your process part of the Story

People want transparency; they want to know what it is made of and who made it. But why?

People want to trust, to feel safe, and to know they got something of value.
Mostly people hate to be ripped off. If you cannot see the value chain, you can’t see the value. How do you trust something that is kept secret from you?

But there is a line. Take Crumbwool underlay. People want to know it is made in the UK from sustainable materials and they help the planet by choosing a sustainable product. But do people really want to see factories? Is it better to keep a little bit of mystique and magic?

We have to remember that a process is just a process; it is not the final product. Products sell when they deliver real benefits to the people that use them. But what if we turn a process into a story?

The wool in Crumbwool gives it sound insulation, heat insulation and it makes it super bouncy. A home with spongy floors that are fire safe and absorb nasty chemicals is part of delivering a customer experience. When your product is invisible as its end up literally under the carpet the message has to be even stronger.

Rather than pictures of a factory, no matter how clean and modern your factory is why not focus on the magic.
I decided to draw a picture of the Crumbwool Creation Process.

The Magical Crumbwool Creation Process

crumbwool creation

Crumbwool is Created

crumbwool tyres

The Amazing Magical Crumbwool Process

The Woolly Value Chain

The Laneve wool carpet in this picture has an amazing story. It is the result of a team of people all working to deliver an outstanding experience for the customer.

Akaroa by Brockway Carpets of Kidderminster

It all starts with a deep understanding of trends and what carpet buyers are looking for. Value chains, as opposed to supply chains, are always customer-led. Having identified a customer and designed their ideal product the materials can be assembled to fit the purpose.
Farmers have grown the wool in this carpet especially for the final product. The wool growers in New Zealand have nurtured the seep and prepared the wool to meet strict guidelines on sustainability set by Wools of New Zealand. The right type of wool is grown to suit the end use of the product, which drives efficiency and ensures high-quality.
The wool is cleaned (scoured) and shipped to Europe where it spun by Danish company Danspin who have been selected to be part of the Laneve programme as a world class yarn spinner of the highest quality and integrity.
Danspin then send the Laneve yarn to Kidderminster in the United Kingdom where Brockway Carpets tuft it into a beautiful twist pile carpet. Brockway laminate the carpet with eco-friendly materials and ensure any waste is recycled. Lesser manufacturers might send off cuts to landfill!
The carpet is then sold by specialist retailers called Premier Partners which are all committed to providing excellence in customer service, and high-quality sustainable wool interior textiles.
Finally the customer receives a certificate from Wools of New Zealand which enables her to view the farm via the internet where the wool in her carpet was grown. This is a simple customer driven value chain with benefits that can be clearly illustrated to the customer. Every step of the chain adds value and is fully transparent.
A Laneve carpet is sold on colour, style, innovation and as the ultimate ethical choice. Laneve products are not caught up in price battles or commodity downward spirals…

These are the sheep that grew the wool for Akaroa.