A lesson in tough comfort ~ our Liam x Norsewear socks are fabricated from NZ merino wool, made right here in Norsewood, Aotearoa. We speak with Norsewear’s Textile Designer + Materials Engineer, Grace, about what it really takes to create something that goes the distance ~ starting from the sole.
"We’ve always believed that everyone deserves to benefit from tough comfort, and this collab is a great example of that".
Can you tell us about the process of manufacturing this sock locally - from the materials to final production in your New Zealand factory?
Manufacturing locally means our designer can be hands-on throughout the sampling process, working directly with our experienced technicians in the Norsewood factory, which is something that's incredibly important to the process. From design through to production, everything happens under one roof. We always begin by selecting the best yarn for the brief, with a strong focus on using natural fibres like merino. Guided by Liam's mood board, we go through several sampling rounds — programming and knitting test runs to refine the structure, texture, and feel of the sock. For this collaboration, we used a true rib knitting machine, which allowed us to create a textured, comfortable sock with plenty of stretch and structure. The design is translated into a program that instructs the machine exactly how to knit each loop and pattern in a continuous circular motion. Once the final sample is approved, our technicians move into full production, followed by quality checks, finishing, and packaging — all carried out in Norsewood.
What drew Norsewear to collaborate with Liam on this sock, and how did the values of local production and thoughtful design influence your decision to get involved?
Like Norsewear, Liam knows what’s really important. Local production, thoughtful design, and making things to last are our core values, and it was clear Liam felt the same. It made the collaboration feel easy and genuine from the start. While Norsewear offers a wide range of socks for all kinds of wearers, it’s special to see our local manufacturing be part of a brand that speaks to a different audience than we usually reach. We’ve always believed that everyone deserves to benefit from tough comfort, and this collab is a great example of that.
Why is it important to Norsewear that they keep production local, and how is that reflected in the story you share with your customers?
Norsewear has been making socks in the same small town in the central North Island for over 60 years. We’re still working out of what was once a disused dairy factory, in the same spot where our founder, Ola Rian, set us up all those decades ago. Local production isn’t a trend for us, it’s part of who we are. Some of our team have been with us for over forty years, and our roots run deep in the town of Norsewood. That history is something we value, and it’s woven into every product we send out. By keeping our manufacturing local, we can focus on every piece of the production process. We can trace our wool back to South Island farms we know by name, support local jobs, and stand behind the quality of everything we make. When customers buy Norsewear, they’re not just getting a sock, they’re getting a piece of a story that starts here in New Zealand and stays close to home. Lots of people have a personal connection to what the factory and brand have done over the years, and we plan on continuing that legacy for years to come.
Written by Grace Carden-Horton
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