'The most demanding brief you could have as a sock maker'
From this month, New Zealand Defence Force staff will be standing to attention with locally made socks on their feet.
Hawke's Bay apparel company Norsewear have struck a deal with New Zealand Defence Force's (NZDF) uniform supplier to provide them with socks suitable for all kinds of terrain and weather.
NZDF's supplier was previously sourcing socks from the United States.
Norsewear owner Tim Deane told Nine to Noon this was probably “the most demanding brief you could have as a sock maker”.
Deane says they’ve focused on technical hiking style socks ever since Sir Edmund Hillary wore them.
Supplied / Norsewear
Related stories:
About 400-500 personnel, including soldiers, sailors and pilots, trialed the four kinds of socks that were requested for hot weather, temperate, cold weather and extreme cold weather.
“They’re looking for durability, they’re looking for breathability, they’re looking for the right sort of compression and construction so that the socks stay up and they want, at the end of the day, socks that they can dry clean easily and put back on the next day.
“They’re looking for socks that reduce the chance of blisters or bacterial growth I suppose which is a bit of an issue sometimes when you’re on long missions overseas.”
“The whole factory was on tenterhooks waiting… it was about four o’clock Friday afternoon [when he found out he got the contract] and after jumping up and down a bit, I rang the factory lead and got the word out.”
Deane says it's also a real boost for his close-knit team of sock engineers based in the small town of Norsewood - population of just 150.
NZDF staff to wear locally made socks
Norsewear owner Tim Deane says they added two more employees to their small team to keep up with demand after securing the NZDF contract.
Supplied / Norsewear
The brand, which has been in operation for more than 60 years, has now added two more staff to meet demand to its humble team of about 20. They’ve also purchased two new Italian knitting machines.
Deane says they’ve focused on technical hiking style socks ever since Sir Edmund Hillary wore them, but this contract allows them to spotlight the talent of New Zealand’s factories.
“As New Zealand company perhaps we’ve let, historically, others take the limelight and haven’t got the word out as well as we might have. So knowing we’ve beaten what is arguably known as the best sock company in the world for this contract demonstrates just how good a little kiwi company can be.”
Norsewear owner Tim Deane says they were able to purchase two new machines after securing a contract with NZDF's uniform supplier ADA NZ.
Supplied / Norsewear
Made from traceable merino and mid-micron wool sourced from New Zealand farms, the socks also deliver carbon footprint benefits, says NZDF defence equipment management operation director Tony McQuillan.
Deane expects the contract with ADA New Zealand – NZDF’s supplier of uniforms – to last about 15 years, but they will be measured up against other brands over that time.
He says they will continue to work on innovating their socks to ensure they stay a step ahead.
