Step into the Devold New Zealand Concept Store in Wānaka and it happens every time.
A hand reaches out. Fingers brush the sleeve.
A pause, then a question that’s almost always the same:
“This is merino?”
Yes, it is - but not as you know it.
Merino, Reimagined
Merino wool already has a reputation for softness compared to other wools. But what you feel here is something different. Devold’s finest knits are spun from ultra-fine fibres, chosen from the absolute top tier of New Zealand’s merino clip and only from carefully selected farms. Each fibre is long, silky, and impossibly fine in diameter, measured in microns so small they sit in rare company.
From here, the yarn is sent to Europe, where Devold’s century-old knitting heritage transforms it into fabrics that feel almost liquid against the skin. The finish is smooth, silky, and indulgent - without losing the natural warmth and performance merino is famous for.
Why It Feels Different
Softness that lasts throughout wear and washes is more than a pleasant sensation and it isn't luck. It’s the product of uncompromising standards at every stage:
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Selective sourcing – Only fleeces meeting exacting fibre length and micron standards are chosen. And even then, only the best parts of the fleece.
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Supply chain traceability – From farm to garment, every step is traceable, ethical and verifiable. Swing tags on Devold Merino garments identify the farm the wool for each particular garment came from.
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European knitting craft – Knitted in Devold’s own facility in europe, where heritage techniques meet modern precision.
The result? Garments that don’t just feel good, they feel unlike anything you’ve worn before.
Quiet Luxury in Wool
This isn’t merino that shouts its credentials. It doesn’t need to. Instead, it slips seamlessly into your life — layered under a jacket on a mountain morning, paired with denim in the city, or worn solo on a summer evening when the air cools.
It’s performance without the sportswear look. Luxury without the logos. The kind of garment you notice and feel a lift in mood when you put it on and then throughout your day it simply moves with you. It doesn't shout 'look at me' but others notice it for all the right reasons.
More Than Comfort
For many, the surprise isn’t just how soft it feels. It’s realising that this kind of comfort can be natural, renewable, and made to last. Unlike synthetics, merino’s softness doesn’t wash out or wear away because it’s in the fibre itself. Devold’s approach ensures that fibre stays strong, beautiful, and functional, and garments keep their shape for years.
An Invitation
Some things have to be felt to be believed. We warmly invite you to visit us in Wānaka, and discover why so many people say the same thing when they touch our garments for the first time:
“I can’t believe this is merino.”
