Farmers Weekly feature

"We need to move away from a micron-based value system. All New Zealand wool is a premium product — even the coarsest clip."

Honoured to be featured in Farmers Weekly this week, where we share Lof’s mission to elevate the value of New Zealand wool through thoughtful design. We’ve got some strong opinions on how the wool industry can do better, and a big thank you to Annette Scott for capturing part of that vision.

Check out the article to learn more about our journey and how wool can transform interiors while building a regenerative future for Aotearoa :

https://www.farmersweekly.co.nz/people/shedding-new-light-on-strong-wool