Gentle on the soul
For Fiona McIlraith, wool is more than a material – it is part of a family legacy. In 2026, she’s continuing that legacy with a bold new step.
Fiona McIlraith was raised on a sheep and beef farm in the Waitaki Valley, land that has been in the McIlraith family for more than a century, and wool was simply part of life. The fibre’s versatility, warmth, and resilience were constants of a rural upbringing, long before questions about its value in the modern marketplace began to surface.
Those questions became impossible to ignore after returning to New Zealand in 2015. Strong wool, once a cornerstone of the rural economy, had become deeply undervalued. Farmers were facing the extraordinary situation where the cost of shearing sheep could outweigh the value of the wool itself. For someone who had grown up with a deep appreciation for the fibre, the disconnect felt striking.
At the same time, inspiration was arriving from an unexpected place – home. During the process of building a new house, McIlraith found herself searching for a product that simply did not seem to exist. With hard flooring throughout the architectural home, the need was clear: something comfortable to wear indoors that was both practical and stylish. Existing slippers felt bulky, dated or poorly suited to a modern space. The ideal solution would be something design-friendly, timeless, and comfortable enough to wear year-round.
“We had just built a new architectural home. I wanted something that fitted the home. By including the rubber sole, it allows people to use them indoors and outdoors, and they’re very quiet on hard flooring. Indoor shoes, you could term them.”
The question that followed felt obvious: how could a country producing vast quantities of strong wool not have an iconic product built around it?
That idea became the starting point for Woolfi. Rather than adding yet another product into a crowded market, the aim was to create something purposeful – a product that celebrated strong wool while giving consumers a meaningful natural alternative. The goal was not simply to expand choice, but to ensure people had access to well-designed products made from renewable fibres.
The search for how to bring the idea to life led beyond New Zealand. Through extensive research, the ancient craft of Nepalese felting emerged as the perfect partner for strong wool. Felting, practised for generations in Nepal, produces durable and beautifully textured wool forms. A partnership was established with skilled artisans and fair-trade cooperatives, where New Zealand wool is transformed into handcrafted slippers using traditional techniques.
The arrangement creates value at both ends of the process. The wool originates in New Zealand, supporting a fibre that has long been central to the country’s agricultural story. In Nepal, the craftsmanship helps sustain communities and helps keep an ancient art alive.
“The design I liked was based on a Japanese house slipper using shorn wool. To create that design, you need to be able to mould the shape. In doing this, we came across a Nepalese producer that could not only felt the wool but mould it into a shoe. I wanted to ensure the producer was certified. We have found one, and it allows us to protect this ancient art. It keeps the women in work in their local communities. It’s a continuation of the special relationship New Zealand has with Nepal. Each shoe is handmade.”
The name Woolfi also reflects its origins. “Wool is my passion and my name is Fiona – people call me Fi. Hence, Woolfi.”