Swanndri: Made for Generations

Swanndri’s journey began in 1913 with a simple yet revolutionary idea: a waterproof woollen shirt designed to withstand New Zealand’s harsh weather. This innovation laid the foundation for a brand that has practicality and durability at its core. Unlike many fashion brands, Swanndri’s focus has always been on creating garments that are built to last generations, not just to follow trends.

Committed to making sustainability a core pillar of its business, Swanndri has the life cycle of its products front of mind. A garment might’ve been handed down over the decades, but what happens to a Swanndri once it’s finally time to let it go?

Experts from The New Zealand Merino Company, an organisation that upholds the highest standard of wool sourcing in the world, would help Swanndri find out.  

High on a hill in Middlemarch, in Central Otago New Zealand, a biodegradation experiment was launched and a 40-year-old Swanndri was buried for 18 months. The fabric completely broke down and returned to the soil.  

It’s a real-life demonstration of how durable New Zealand wool garments are, decades after they have been purchased, and how quickly they can return their nutrients to the soil where they were grown.

A Swanndri can be returned to the earth and will break down naturally, leaving no trace.

As Swanndri continues to innovate and evolve, it remains committed to its core values of durability, sustainability, and quality. The brand’s forward momentum is anchored in its rich history, ensuring its vision for a sustainable future.

Find out more about Swanndri here.

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