NORSEWEAR

Can you give us the lowdown on how Moreporks got started? Any fun stories from the early days?

"Moreporks has actually changed hands quite a few times for a young business. It was founded by James Tolich in 2010 before being taken over by Nat Allen, Guy Brock and Sam Montgomery. I’m sure those lads had plenty of fun getting Moreporks off the ground in those early days."

What are some key milestones in the Moreporks journey that make you proud?

"Since we acquired the brand, our main goal has been to restore it to its former glory of being a beloved NZ outdoorswear brand. Our recent AW24 collection and campaign were incredibly well received, and we had so many messages from long-time Moreporks customers expressing their appreciation for the direction we were taking the brand. That feedback was a huge milestone and a source of pride for us."

Any quirky or memorable moments from Moreporks' history you'd like to share?

"Before my time at Moreporks, Action Bronson was chartered on a yacht by the old Moreporks crew - there are some great photos of him wearing Moreporks gear and popping Manu’s into the Hauraki."


How do you keep the Moreporks heritage alive while staying fresh and relevant?

"We love giving the Moreporks brand an old-school Heritage feel. We do that in a number of ways, whether using film for our visual content or collaborating with other heritage brands like Norsewear. We keep it fresh and contemporary by developing the silhouettes of our clothing with current trends."

How does this collaboration with Norsewear fit into your future plans?

"The collaboration with Norsewear is a sign of what people can expect from Moreporks going forward. Collaboration between great brands is such an exciting thing for our customers to be a part of, and we’re really looking forward to continuing to develop collaborations in the future."


Any new projects or products that Moreporks fans should get excited about?

"On the product front, we are really interested in developing our outerwear range. We don’t make overly technical clothing at this point, but we’re really interested in developing heritage outerwear, with some nice technical properties. We’re also planning a pop-up for later on in the year outside of Auckland, so that will be a great opportunity to connect with customers in other parts of the country!"


What inspired the reimagining of the Farm Fleck short sock? What's new and improved?

"We loved the Farm Fleck, but we wanted something that was a touch more practical in an urban environment. Something you could wear hiking on Sunday morning, and at the pub on Thursday night. We asked about a shorter version and discovered there was a crew length version Norsewear hadn’t made for over 30 years. With some quality co-branding, we reckon this re-issue of the Farm Fleck Short is the perfect Morepork sock for all conditions."  


How does the Farm Fleck short sock showcase the best of both Moreporks and Norsewear?

"I think it does a great job showcasing both brands strengths, which in Norsewear’s case is quality product with rich heritage, and in Moreporks case: it’s identifying cool heritage shit, adding a contemporary twist, and spinning a great yarn to go along with it."


What would you like to say to the fans of both Moreporks and Norsewear about this collaboration?

"I wouldn’t say too much. I think the product and the campaign will speak for itself. Two great brands, making a great product with a great story - what’s not to love?"