Our story.

Returning to New Zealand after years of international work with design brands and pursuing her passion for snowboarding across European landscapes, Sophie Poelman set about creating a home for her family on Waiheke Island. In 2020, she became aware of the challenges facing the strong wool industry in New Zealand, leading her to question the low prices received by growers amidst a rising issue of plastic textiles waste. She connected with a local Waiheke farmer early on in her journey, and recognized the untapped potential of wool as a magical fibre for interior spaces. This realisation led Sophie to experiment and explore wool's possibilities through a design-led approach. With the support of a government R&D grant, she collaborated with her life and work partner, Alain Brideson, a globally recognised industrial designer passionate about creating dynamic products, to push the boundaries of wool's design possibilities.

Meet the Team

  • Sophie Poelman brings a distinctive blend of expertise in high-performance textiles and design aesthetics, with a rich background spanning 15 years in crafting functional apparel for brands like O'Neill, Salewa, Macpac, Mons Royale, and Huffer. Embracing a design philosophy of "less but better," Sophie believes that good design is about always starting with the perfect material, adding minimal decoration, while ensuring it serves its functional purpose.

    A strong advocate for simple living and sustainability, Sophie became disenchanted with the environmental impact of the textile industry, which contributes nearly 10% of global carbon emissions and over 180,000 tonnes of landfill in New Zealand each year.

    Outside of her design pursuits, Sophie can be frequently found at the beach, riding her Benno Boost e-bike with her kids on the back, knitting, reading books by interesting people, and enjoying time with her family in the outdoors.

  • Alain Brideson, known for his comprehensive approach to industrial design, is dedicated to infusing quality and longevity into the products he shapes. With two decades of international industrial design expertise, Alain has contributed to iconic projects, including Rinspeed electric cars, Fisher and Paykel products, Vortex spas, UBCO bikes, and Blunt umbrellas. Operating as a design consultant through his company Brideson Design, Alain collaborates with clients across the Pacific Rim and Europe, seamlessly merging technical and engineering innovation with cutting-edge visual appeal and usability.

    Outside of his professional pursuits, Alain enjoys tinkering with his 1979 Porsche 924, being in the water, and creating music.

"As a designer, I believe in selecting materials that not only meet high standards for aesthetics and functionality but also uphold a deep responsibility to the environment. Wool, with its natural beauty and sustainable credentials, perfectly embodies this ethos."

— Sophie Poelman, Lof Founder / Designer.