Win For Kiwi Wool As New Zealand Defence Force Chooses Norsewear
Some of our toughest Kiwis are now wearing comfortable, hardwearing New Zealand wool socks, thanks to a decision by the New Zealand Defence (NZDF) to use socks made by New Zealand apparel company Norsewear.
From this month on, all new Te Ope Kātua o Aotearoa New Zealand Defence Force recruits will be kitted out in premium, durable, extra soft and super warm Norsewear socks, made from traceable merino and mid-micron wool sourced from New Zealand farms. The socks, which were put to the test against a number of other brands during a rigorous trial involving hundreds of real soldiers, sailors and aviators, are crafted by experienced sock engineers at Norsewear's southern Hawke's Bay factory.
Company owner Tim Deane says it's a win for both New Zealand wool and local manufacturing, and a huge boost to the team at the heritage Kiwi business. 'Thanks to the team at ADA New Zealand, who initiated talks between Norsewear and NZDF, our military are now marching out in what we believe to be the very best socks in the world. And to have NZDF recognise their superior comfort and durability in the very toughest of conditions is just magic,' he says.
It was a combination of factors that led to Norsewear's selection, says Tim. 'By using the best New Zealand wool and local manufacturing expertise, we've developed socks that are a step ahead of others – they don't just last longer, they deliver great comfort and temperature control, help protect feet from injury, ward off bacteria, and are odour resistant too. That's pretty important for our service personnel out in the field, battling the elements and in high pressure environments. The very last thing they need to be worried about is sore, wet, or cold feet.'
Tim says securing the NZDF contract through ADA New Zealand, who had previously brought in socks from the United States, has enabled the purchase of two new state-of-the-art Italian knitting machines that are now installed and busy producing thousands of pairs of woollen socks, using Wool Integrity New Zealand certified traceable fibre from Norsewear's South Island farm partners.
'We've refined our design to meet the specific needs of the New Zealand Army, Navy and Air Force, delivered at a competitive price' continues Tim. 'That means the Kiwi military gets great socks, NZDF gets more flexibility on supply along with clarity of the whole supply chain, and we buy more wool from New Zealand farmers to fulfil the contract.'
Tim has also employed two more staff to meet demand in the town of Norsewear, where the socks are made. With a population of just 150, Norsewear - famous for its wide range of socks, from the ubiquitous Farm Flecks through to highly technical hiking socks - already employs a team member from around two thirds of local families.
Tony McQuillan, Director Defence Equipment Management Organisation, NZDF says the footwear is a crucial part of military clothing and Norsewear was able to prove it would meet specific standards. 'Importantly, being New Zealand made and using New Zealand wool also delivers carbon footprint benefits,' he says.
Collaborating with Norsewear delivers value to the New Zealand wool industry, concludes Tim, 'and it's a positive step in the Government's mission of supporting regional economies and reducing our reliance on overseas suppliers for contracts of this nature.
'The whole team at Norsewear is buzzing right now – we're proud to be chosen, we're proud to contribute, and we're really proud to be using the very best fibre in the world to get the job done.'
About Norsewear
Norsewear has been making the finest woollen socks, gloves and beanies for outdoor people, right here in New Zealand for over 60 years.
The factory in Norsewood (pop. about 150), at the foot of the Ruahine ranges in southern Hawke's Bay, is a vital part of the local community. All the design, manufacturing, printing, quality control, packing and shipping is done there, using only the best merino, possum, and strong wool. Norsewear's senior design and technical team have over 100 years of sock making experience between them and are amongst the most respected sock engineers in Australasia.
In 2023, the Norsewear brand and factory was bought by the Deane family, who share a passion for wool, a commitment to local manufacturing, and an unwavering belief that New Zealand can grow goodness and wealth for local rural communities by taking Norsewear to the world.
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