Fashion Lifestyle News Wanaka

Scandinavian/New Zealand Connection for Devold

Written by Rebecca Williamson

Internationally acclaimed Scandinavian brand Devold has marked a significant milestone opening a stunning outlet in central Wānaka, its first foray into bricks-and-mortar retail in New Zealand.

The global clothing company has a long-standing reputation for sustainable high-performance and lifestyle wool garments and Devold NZwww.devold.com general manager Craig Smith says the Wānaka location is a perfect fit for the iconic brand.

“We are very excited to be opening New Zealand’s first Devold store here. The company has been supporting local growers for many years and now we have the opportunity to present the end product in a retail environment as well as online. We are confident it will be a destination store for visitors as well as a favourite of Southern Lakes locals who enjoy the great outdoors and quality wool products.

Devold has been in the business of fashioning high-performance clothing from natural fibres for more than 160 years. 

Craig says what began as a one-man-band creating clothes for fishermen and outdoor adventurers has transformed into a multi-national company as people have consistently gravitated towards clothing that not only performs well in the elements but is also kind on the planet.

Devold of Norway marketing director Gro Naalsund says the brand abides by the same values today as when the company was first established in Norway in 1853.

“Innovation, entrepreneurship and the strong belief that wool is the most functional and best material for humans and the planet, are some of the values we are built upon. Man-made materials cannot compete with the evolution of nature. Our core philosophy is about purpose-driven design tailored for outdoor adventure, using as little material as possible, exploring natural and degradable fibres and rethinking waste.” 

Approximately 84% of the Devold collection – which includes everything from tops and leggings to specialised running socks and skiwear ­– are made from natural fibres, with only a few synthetic materials used in some garments to increase durability. 

More recently, the Norwegian directors of the brand fell in love with the New Zealand way of life, the raw natural environment and, in particular, the superior merino wool the country produces. 

Most of the wool sourced from New Zealand is part of the Devold Sheep to Shop programme, which details full traceability of the wool in each garment.

“On our journeys around the world we found the New Zealand people to be closest to our hearts and we are extremely proud to work with award-winning farmers who are just as passionate as us about quality,” says Gro. “We believe that Kiwis also appreciate a transparent value chain and a sustainable business model and we also know that they love to hike, ski and enjoy the great outdoors – just like the Norwegians.” 

About the author

Rebecca Williamson