Honest Wolf

The brainchild of husband-and-wife duo Sam and Sophie Hurley, Honest Wolf began with a simple but bold idea: to find a better future for New Zealand wool. Part boutique fashion store and part pitstop for travellers needing a coffee and a breather, this Hunterville gem carries a genuine air that feels distinctly rural New Zealand.

The name carries layers of meaning and says it all. ‘Honest’ speaks to the natural materials and transparent story behind the products, while the wolf is a nod to leading the pack - and also a play on the old saying about wolves in sheep’s clothing. Here, though, the sheep are front and centre. All of the wool used in the collection comes straight from Papanui Estate, the Hurleys’ third-generation farm just up the road, giving every purchase a rare sense of provenance and connection - you just don’t get more local than this.

The store itself leans into what the team calls a kind of ‘elevated rural’ aesthetic. Think warm modern interiors softened by wool textures and earthy tones, encapsulated in the beautifully minimalist black exterior. The scents of strong, fresh coffee and wool linger in the area, wafting over pristine shelves of woollen bags and accessories.

Among the premium product range, the mini totes, everyday and weekender bags, and wool caps are among the hottest items, built to survive farm life but polished enough for city streets. Every bag carries a small detail that says something bigger: a lining printed with a topographical map of Papanui Estate, a reminder of exactly where it all began. Beyond the signature pieces you’ll also find other New Zealand wool products, from slippers and cushions to lampshades and hot water bottles, alongside an evolving showroom exploring how wool can shape modern homes in unexpected ways.

It’s retail with a purpose, quietly championing one of New Zealand’s most iconic fibres while making a convincing case for wool’s next chapter.