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Journal
Norsewear x Williams Eatery Collaboration
At Norsewear, we’ve always taken pride in our craft and our community. That’s why we’re stoked to announce our latest collaboration with Williams Eatery, a family-owned gem in downtown Auckland, known for serving up delicious local food and a warm, welcoming atmosphere. Like us, Williams Eatery values quality and an honest, hard day’s work, making this partnership a natural fit. But beyond that, we saw a real problem we wanted to solve: city workers, like those in retail, hospitality, and hairdressing, who spend long hours on their feet often struggle with sore, achy feet by the end of the day. They need a sock that looks the part but also provides relief.
That’s where the Williams Sock comes in – designed for ultimate comfort and durability, with a sleek, dress-sock look for professional settings, but with targeted cushioning to help tackle the aches and pains of standing all day. Whether you’re rushing around a bustling eatery or enjoying a leisurely day out, the Williams Sock has got your back (or rather, your feet) with extra padding and support exactly where it’s needed most. Sporting a simple black design and the distinctive yellow Williams "W," this sock is a nod to the shared pride in quality and customer experience that defines both our brands.
Before launching, the Williams team tested the socks themselves and found they made a real difference in comfort and reducing foot fatigue during their busy workdays. Join us as we dive into the story behind this collaboration, celebrating the shared values, community spirit, and problem-solving approach that make Norsewear and Williams Eatery a perfect match.
Background and Values
Can you tell us a bit about the history of Williams Eatery and how it has evolved over the years?
"Williams Eatery was born from a love of food, people, and great coffee. We opened in the heart of Wynyard Quarter, Auckland, with a simple goal: create a space that feels like a second home for locals and visitors. Over the years, we’ve evolved, but our mission remains the same—offering seasonal, thoughtfully prepared food that reflects our passion for fresh, local ingredients and global inspiration."
Collaboration Insights
What inspired the collaboration between Williams Eatery and Norsewear?
"The collaboration with Norsewear felt like a natural fit. Both of us share a deep appreciation for craftsmanship, durability, and supporting local. When we thought about the people who make up our community—our team, our customers—it just made sense. So many of us spend long hours on our feet, and Norsewear's socks are all about comfort and resilience, just like our approach to food and hospitality."
How does this collaboration align with Williams Eatery's mission and values?
"We’re all about elevating everyday experiences, whether it’s through a perfectly brewed cup of coffee or a well-crafted pair of socks. This collaboration speaks to our shared values of quality, community, and longevity. It’s not just about making a great product—it’s about creating something that enhances your daily life, whether you're running a café or running around in one."
Product Focus
What specific features of the Williams Sock do you think will appeal most to your customers, especially those in hospitality and retail?
"Our customers, especially those in hospitality, know the importance of being comfortable on the job. The Williams Sock, made with Norsewear’s legendary Merino wool, offers unbeatable softness, breathability, and a snug fit that keeps you moving, even on those double shifts. It’s a game-changer for anyone who’s on their feet all day and needs that extra layer of comfort and durability.
Whether you’re in the kitchen, behind the coffee machine, or just hustling around the café, the Williams Sock keeps you supported, so you can focus on what you do best."
Quality and Craftsmanship
How does Williams Eatery ensure the quality and craftsmanship of the products and services you offer?
"We like to say that the details are everything. From hand-selecting the best local ingredients to working with suppliers who share our values, we ensure that every plate and cup we serve reflects our commitment to quality. It’s about taking the time to get things right, whether it’s a new seasonal dish or the coffee we’re known for—no shortcuts, just care."
Challenges and Triumphs
What challenges have you faced as a family-owned business in the competitive hospitality industry, and how have you overcome them?
"Running a family-owned café in a city like Auckland has its challenges—especially in hospitality. Competition is fierce, and the pressure to stay innovative is constant. But we’ve always come back to our core values: good food, good people, and staying true to ourselves. It’s not always easy, but the support of our community and our passion for what we do keeps us going, by listening to and keeping our focus on our customers we’ve managed to continue building strong relationships with them and our community."
What are some of the most rewarding aspects of running Williams Eatery?
"Hands down, the people. Seeing regulars come back, watching our space become a place for celebrations or casual catch-ups, and knowing we’re a part of their day—it’s everything. Plus, nothing beats the feeling of someone trying our food for the first time and loving it!"
The Essence of Williams
What makes Williams Eatery unique in the Auckland dining scene?
"Williams Eatery stands out because of the thought and care behind everything we do—from the design of our space to the seasonal, fresh menu that’s always evolving. We’re a café where every detail is intentional, but the vibe is always relaxed and welcoming. Our menu reflects our love for fresh, local ingredients with a global twist, making Williams the kind of place where you can grab a quick coffee or linger over a meal with friends. We’ve made it our mission to be a place people genuinely enjoy coming back to."
How do you maintain the essence and identity of Williams Eatery as you expand your offerings and launch new initiatives like your online store?
"We always ask ourselves, "Does this feel like Williams?" Whether it’s launching a new dish or expanding online, we keep the same focus on quality and the customer experience. It’s all about staying grounded in what makes us who we are while embracing new opportunities."
Personal Connection
What personal connections do you have to the Auckland community, and how do these relationships influence your business?
"We’re locals ourselves, so it’s personal. We’ve built relationships with nearby suppliers, creatives, and customers that keep us inspired. These connections influence everything we do—from the ingredients on our menu to the way we design our space."
Can you share a favorite memory or experience from your time running Williams Eatery?
"One of our favorite memories is hosting a local artist pop-up. The place was buzzing with energy, and it was amazing to see our community come together over great food, coffee, and creativity."
