Beautifully useful
Finding that balance between rural living and corporate career has been a challenge many of us have encountered and navigated. For Sophie Hurley, it has culminated in a fashion brand that has grown beyond her wildest dreams.
Words Lucinda Diack Photos Taylor Prichard & Michael Lahood
Timeless, beautiful and sustainable are the driving factors behind Sophie and Sam Hurley’s luggage and accessory business, Honest Wolf. Living remotely on Papanui Estate (near Hunterville), the duo had a vision of making their wool ‘work harder’ and not go to waste. ‘I was spending up to three hours every day driving to and from work in Feilding,’ explains Sophie, ‘and was always coming up with ideas to avoid having to do it. I loved my job but wanted to incorporate my skill set [advertising and communication] into our farming business and do something for us.’
While tourism provided a logical solution, two factors promoted an inspiration moment. ‘As plastic bags were phased out and the wool industry went into a huge decline, I saw an opportunity and the ideas just grew.’
She laughs as she recalls the process to launch. ‘We design all our products ourselves, which is why it took us so long to get to market initially. We had no design industry experience, and that first design was classic, but Sam is a perfectionist, and I am a creative person. So together we got there.’
Sophie is quick to admit she is a ‘South Island girl at heart’, having grown up on a sheep and beef farm near Mayfield in Mid Canterbury, before her parents moved to Wānaka. As such, she has always understood the importance of wool and its sustainable benefits, and delights in being able to share this with others. ‘Our goal is always longevity and durability. We don’t design or make our bags for a period in time, they are designed to transition with you.’
The Tote bag, which also happens to be Sophie’s favourite, is the perfect example – beautifully ticking all the boxes as a nappy bag, but classic and functional enough to translate into the boardroom, taking the discerning working parent from family life to work with ease. ‘We want every piece to tie into every wardrobe and every occasion.’
Continuously improving each piece as they go, they are very particular about what they produce and what sits alongside their wool. ‘All of the wool is grown on our farm and then we partner with like-minded businesses who have the same ethical methods as us for any finishing details.’
Once the wool has been shorn and cleaned, Sam and Sophie send it to India where it is made firstly into felt and then used to manufacture their beautiful products. ‘Felt is the process of having the wool needle-pressed into the tight fabric that makes up our bags,’ explains Sophie. ‘While we would love to be doing it all in New Zealand, it simply isn’t possible right now. We don’t have the manufacturing ability here.’
What the couple are relishing is a new chapter in their business, Honest Wolf and Friends. ‘It is all about creating and working on some really cool collaborations with other Kiwi businesses,’ says Sophie. ‘It allows us to create things outside of bags and accessories and bounce ideas around with some really innovative and interesting people.’ Such collaborations have included a Moses basket with Woolbabe and a woollen sauna hat to keep you cool while you sweat with high-performance coach Nigel Beach.
It also opened the door for their limited-edition supporters’ gear range with the New Zealand Olympic Team. ‘That was incredible,’ enthuses Sophie. ‘With both Sam and I coming from competitive rowing backgrounds, it was really special to be involved in something like that.’
Despite having two small children, a third on the way and a 3,300-hectare farm to run, Sophie and Sam relish the engagement they have with their customers. ‘For nearly two years we sent every product out from the farm,’ laughs Sophie. ‘As we outgrew the living room, we made the decision to open a retail store in Hunterville, which has allowed us to not only create job opportunities in our small rural community and connect with our shoppers face to face, but move the online distribution there. It is really exciting.’
Personalisation of their products has taken off in recent years, with all embroidery now done in-house from the store in Hunterville. ‘I have no idea how to use the machine,’ laughs Sophie, ‘but our incredible team have taught themselves and this has really streamlined the process. We couldn’t do what we do without them.’
Looking back on the journey, Sophie and Sam have been blown away by how quickly their products have resonated with people, and the rapid growth of success. ‘It is really exciting to be part of the wool industry,’ concludes Sophie. ‘We always had high hopes, but we didn’t expect such a rapid interest. To be able to showcase wool, get people thinking about other uses for this incredible product and support the industry is just amazing.’
