Today on the podcast, I speak to Sophie Hurley – co-founder of luxury luggage and accessories brand Honest Wolf.

Sophie, along with her husband and co-founder Sam, are part of the third generation to farm at Papanui Estate. Nestled in the heart of New Zealand’s North Island, Papanui Estate covers 3,300 hectares and is home to over 25,000 happy, healthy sheep. Their property has been thriving for more than 80 years and they hope to keep it alive and well for at least another century or two.

Honest Wolf launched in June 2020. Sophie and Sam were inspired by the phasing out of plastic bags and were looking for a way to utilise the high quantities of wool produced on Papanui Estate. Together they came up with Honest Wolf’s first product; the casual shopper – a biodegradable, fashionable shopping bag made from wool. 

In a few short years they have since expanded their range to include high-quality tote bags, luggage, wallets and more - designed in the country to withstand the city. The brand has grown quickly, and they have even opened a beautiful flagship store in Hunterville right on State Highway 1 between Wellington and Taupo.

It was wonderful to chat with Sophie about all aspects of the Honest Wolf journey, from concept to creation, logistics and lessons learnt and then looking ahead to the future. Their journey is super inspiring, I’m in awe of this young couple (well, younger than me!) and the drive and passion that has created Honest Wolf.

To learn more about Honest Wolf and to check out their beautiful luggage and accessories visit honestwolf.co.nz or to go behind the scenes, take a look at the brand and and get a glimpse at life on the farm you can follow @honest.wolf on Instagram.

I know you will love my chat with Sophie as much as I did.

For more podcast information visit supercreativepodcast.com

Hosted by Catie Dawson
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