Who We Are
We saw a gap in the market with too many everyday products for homes, gardens, and pets being made from plastic or synthetic fibres that end up in landfill. From dog beds to garden mulch mats, our products all share the same DNA, made with NZ wool, sustainable, designed with care, and made to create a truly circular economy.
Our team combines experience in sustainability, design, business leadership, and community building. Each of us brings a different skillset, from digital marketing to wool innovation, but what connects us is a shared belief that New Zealand can lead the world in sustainable wool solutions.
We’re proud to be based in Hawke’s Bay, with our whānau, whenua, and community shaping the way we think about responsibility. This isn’t just about making products, it’s about leaving behind something better for the next generation.
The Wool.Life Way
We don’t just sell products, we design systems.
- Dog beds with a recycling model. Our premium dog beds are not only made with recycled wool textiles and Norsewear’s textile offcuts, they’re also recyclable. When customers return a used bed, we can recycle or refurbish it, keeping materials in circulation and reducing waste.
- Mulch mats that feed the soil. Our wool mulch mats are natural, biodegradable, and help protect young plants, retain moisture, and suppress weeds without chemicals or plastic.
Every product we make is measured against one simple question: does this reduce waste and add value to people and planet?
People, Partnerships, and Place
Wool.Life is powered by collaboration.
- We partner with Norsewear, breathing new life into textile offcuts.
- We work with local farmers and growers, helping them reduce plastic use in horticulture and landscaping.
- We team up with digital marketing agencies who share our values and help us tell our story to the world.
- We support the mahi of a variety of community groups across NZ.
Looking Ahead
Wool.Life is just getting started.
- In 2025 and into 2026, we’re scaling up our recyclable dog beds across Aotearoa and preparing to expand beyond NZ.
- We’re developing new wool-based products, from fully recycled cushions to home insulation.
- We’re strengthening our trade-in model so customers can shop sustainably, knowing their old product won’t end up in landfill.
Our ambition is bold: to make Wool.Life a household name for sustainability in NZ, while proving that business can thrive without compromising the environment.