It’s a website with a conscience. The first Devold of Norway concept store in New Zealand is opening its doors in Wanaka. In a stunningly revamped space with a contemporary feel, Devold of Norway brings a touch of Scandinavia to the Southern Lakes.
Established in Norway over 165 years ago, the Devold of Norway brand has found international acclaim with their high-performance wool garments and their sustainable ethos – from sheep to shop. Every garment is designed in Norway and comes with a tag showing the farm from which the wool originated. This stems from the belief that transparency is critical in any sustainably driven business model, not only to ensure accountability, but also because shoppers are increasingly concerned about the planet and are looking to make more informed purchase decisions.
This is particularly true of the Devold of Norway shop and website owner. A Wanaka local, and mother of Olly and Max Sarah-Jane Perriam previously purchased the high-end souvenir store, Originz, three years ago because of her interest in ethical manufacturing, the origin of products and verification. Opening the Devold of Norway concept store is the exciting and natural next step in her pursuit of conscious consumption.
Concern for ethics and quality is a family affair. Sarah-Jane’s husband and brother-in-law, Stew and Daniel Perriam, run the Bendigo farm, which has been in the family since 1978. Renowned for its vineyards and gold mining history, it is also one of the foremost producers of Merino wool. Central Otago’s harsh, high country conditions have proven to be the perfect environment for Merino sheep, and Merino wool speaks for itself – fine and flexible, silky and strong. It’s this gold standard, along with the Perriam passion for their land and
animals, that has resulted in Bendigo being selected as one of Devold of Norway’s locally sourced farms. It has been a natural partnership, with both Norwegians and Kiwis sharing many of the same values, namely a love for the great outdoors and the pursuit of sustainability.
This has undoubtedly been a labour of love for Sarah-Jane, but her hard work and her passion has certainly paid off. It’s a shop with a conscience, a step in the right direction for the world and for Wanaka. All you need to do is step inside.
Do yourself and the planet a favour and check it out.