Campaign for Wool NZ

Why We Stand Behind New Zealand's Strongest Fibre

Liz Mitchell MNZM has spent her career working with natural materials, and wool has never been far from the centre of it. Throughout decades of bespoke tailoring and textile design, her belief in New Zealand's strong wool has only deepened — not just for its beauty, but for what it represents: a regenerative resource, a living connection to the land, and an industry worth fighting for.

As Liz puts it, "Throughout my career, I always loved natural materials and had strong ties with the New Zealand Wool Board. I love the beauty of wool. It is enduring, versatile and breathable. It helps create classics for customers that value quality and sustainability."

In 2024, that conviction led to the founding of Wool Revolution Studio — a creative home for makers, thinkers, and collaborators who believe the time is right for New Zealand's strong wool to return to the world stage.

A vital part of that work is our involvement with Campaign for Wool NZ, the New Zealand branch of a global initiative begun in 2010 by the former Prince of Wales. As an Ambassador since 2018, Liz has been part of a community dedicated to building a secure, regenerative future for New Zealand's strong wool, backed by science and led by people who care. Campaign for Wool promotes wool's technical performance and extraordinary functionality, and its role in supporting the health of our planet's ecosystem.

We believe the relationship between wool and design in Aotearoa can be one of circularity, creative craftsmanship, and deep human connection. New Zealand’s strong wool is not a relic; it is a largely untapped resource with the potential to transform our homes, wardrobes, and built environment, while delivering real economic and environmental benefits across the entire supply chain.

This is an industry we can be proud of. And one worth investing in.