Norsewear’s commitment to craft, sustainability and made-in-New Zealand ethos sets it apart from international outdoor gear brands.  

At the foot of the Ruahine Range in southern Hawke’s Bay, Norsewear has built a name synonymous with quality, durability and craftsmanship. The brand is known for more than its outdoor gear, though. Norsewear is a story of dedication to local manufacturing, sustainability and a deep connection to the land. 

For over 60 years the company has captured New Zealand’s outdoor spirit, providing hardworking gear designed for the backcountry and made with care right here at home. That’s why, armed with the latest Italian sock knitting technology, unparalleled quality and a rich heritage, Norsewear is ready to challenge global giants in the outdoor gear market.

Norsewear began in 1963 in Wellington with a humble but vital product: woollen socks. Inspired by the country’s robust heritage and a love for wool, founders Ola and Shirley Rian made products that could withstand the fierce winds and unrelenting elements of New Zealand’s wild outdoors. The name came as a tribute to the early Scandinavian settlers who brought a tradition of making durable wool garments, and it quickly became known for its unbeatable warmth and comfort. Norsewear’s classic farm fleck sock is a tireless staple.

Why Norsewear stands out from the pack, though, is not only history but also a commitment to local manufacture. Many textile brands have turned to overseas factories, but Norsewear has remained steadfastly true to producing its products in New Zealand. By manufacturing locally, the company ensures that each item is crafted to meet the unique needs of outdoor Kiwis. More importantly, Norsewear helps support local industries and keeps jobs within New Zealand – an essential move in a world where many manufacturing jobs are heading offshore. No one ever went offshore for quality. For Kiwis, knowing their gear is made by fellow Kiwis (some of whom have been doing it for over 40 years!) imbues a sense of pride that runs deeper than just the clothing itself.

The focus on local manufacturing doesn’t only speak to a commitment to the New Zealand economy – it’s also part of a larger dedication to sustainability. As awareness of environmental impact grows, Norsewear has embraced a more sustainable approach to business without compromising the rugged durability for which its products are known. From using natural fibres like merino wool – which is both renewable and biodegradable – to reducing the environmental footprint of production processes, Norsewear is ensuring that its operations remain as sustainable as possible.

Merino wool, a key component of Norsewear’s product line, is one of the most sustainable fibres available. It’s naturally moisture-wicking, insulating and breathable –  perfect for the varied New Zealand climate. By working closely with local wool producers to ensure the highest quality wool is sourced ethically, the production cycle is kept as transparent and responsible as possible. The direct relationship with local farmers supports sustainable farming practices and a thriving industry so important to New    Zealand.

Norsewear is more than just another clothing brand. It’s a blueprint for what can be achieved when local manufacturing, sustainable practices and a deep love for the land come together. So, when you pull on your Norsewear socks, you’re not just preparing for your next adventure – you’re supporting a small factory that stands for keeping jobs in New Zealand, making environmentally responsible choices and honouring the country’s rugged heritage. What more could you want? 

View the full Norsewear range at www.norsewear.co.nz