While Black Friday tempts shoppers worldwide with discounts galore, Honest Wolf, a New Zealand brand rooted in wool’s rich legacy, is taking a bold stance. On Friday, 29 November, the company will shut both its physical and online stores, prioritising sustainability over sales.
“For us, Black Friday represents overconsumption, impulse buying and unnecessary waste,” says Sophie Hurley, Co-Founder of Honest Wolf. “That’s not what we’re about. Our ethos is rooted in care, craftsmanship and enduring value – not urgency.”
Instead of managing a surge in discounted orders, Honest Wolf’s team will celebrate an early Christmas, reflecting the brand’s dedication to its people, values and sustainable practices.
Founded by Sam and Sophie Hurley on their 3,300-hectare third-generation farm, Papanui Estate, Honest Wolf is steeped in heritage. The farm raises 25,000 sheep sustainably, producing over 170 tonnes of wool annually.
“Wool has always been more than just a material to us – it’s part of our heritage,” says Sophie. “In a world where fast fashion and synthetic alternatives dominate, we’re on a mission to restore wool’s rightful place as one of the most sustainable and versatile textiles.”
Honest Wolf supports local farmers by paying above-market rates for wool, ensuring fair compensation while bolstering New Zealand’s wool industry. The brand’s philosophy revolves around creating timeless, high-quality products, rarely offering discounts and never compromising on its values.
By skipping the Black Friday frenzy, Honest Wolf hopes to inspire its customers to prioritise thoughtful consumption over impulse buys. It’s an invitation to invest in craftsmanship and sustainability, celebrating products designed to last a lifetime.
