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As Seen in RNZ, 21st May 2025
Rural Hawke's Bay village buzzing over Norsewear winning Defence Force sock contract
A small rural village in Hawke's Bay is buzzing over its sock factory Norsewear winning a huge contract to make all of the New Zealand Defence Force's socks. The Norsewood- based factory beat a number of serious international competitors to secure the deal - including a top tier American sock manufacturer that supplies the US Army.
Inside the Norsewear factory over 60 different machines sit in rows, whirring away busily making socks, hats and gloves. Two brand new 'Lonati' machines from Italy are on the far side of the factory floor, a roll of khaki coloured merino yarn merrily spinning around as a sock begins to take shape. These machines, worth about $70,000 NZD each, are a key reason Norsewear's won a contract to supply socks to the NZDF.
"It's the way of the future. If you don't invest in the plant well then you end up going backwards.
To be honest we wouldn't have kept up with demand with the army and that if we hadn't invested," said sock technician Terence Ahern.
He's worked at Norsewear for 47 years, and has been through its many ups and downs - including two recieverships. But from this month the factory will make thousands of socks for the New Zealand Defence Force, Navy and Air Force, increasing manufacturing output by up to 10 percent.
Ahern told RNZ that securing this deal is a real highlight, as the socks were put to the test by hundreds of soldiers.
"They've been through rigorous testing and to win that over a few other companies is quite a feather in our cap here for Norsewear and the Norsewood village. We can go out and boast a bit that we achieved that," he said.
Norsewear has been operating for over 60 years and employs about 20 locals, which is a team member from about two thirds of local families.
Norsewear's sock technician Terence Ahern.
"It's security for everyone here when you pick up a contract like that. It's great work going forward and knowing the knitting machines will be running," said Ahern.
The factory is one of the larger employers in the rural area and has hired two more locals to keep up with the workload, which site lead Sarena Montgomery is thrilled about.
"It is a very big deal to win something like this, it just gives us the confidence that we are heading in the right direction.
Talking to people outside the factory there is that sense of pride that Norsewear is doing well and it's really good for the community," she said.
The NZDF socks had previously been supplied by the US, but by using the Lonati machines, local manufacturing expertise and a high quality New Zealand merino wool, Norsewear out-performed every other company bidding for the contract.
"We've competed with what's arguably the best US sock manufacturer in the world, for arguably the most technically demanding socks that you ever have to make and we beat them based on performance. So that's been a huge confidence boost for the team and it proves you can be a world beater as a small NZ manufacturing company in the middle of regional NZ ... we can take on the world and win," said Norsewear owner Tim Deane.
The NZDF socks cost less than those previously bought from the USA and the wool they are using can be traced back to the New Zealand farm it came from.
"That means the Kiwi military gets great socks, NZDF gets more flexibility on supply along with clarity of the whole supply chain and we buy more wool from New Zealand farmers to fulfil the contract," said Deane.
A variety of socks are being made for the NZDF to suit different climates, but Deane said they have similar features in that they can help with temperature control, to ward off bacteria and are odor resistant.
One of Norsewear's new hires as a result of the deal, is Jack Martin from Ormondville .
"It's good, good fun, good community. Everyone is friendly and super happy, very welcoming and a lot of fun. Generally the main job I have is making sure there are no faults in the socks, as it's quite often you can have a bit of simple error in the machines," he said.
Over 60 machines line the factory floor making socks, hats and gloves, from the latest Italian Lonatis to the lovingly-kept hat machine that's been in action at Norsewear since 1970.
"This machine will keep ticking those over for hopefully the next 50 years. There are no electronics, completely mechanical it's just got a motor a couple of chains and a drum. It was here well and truly before I got here and was making hats, basically the same as what it's making today," said Ahern.
But it's the sock sector that Norsewear specialises in, churning out up to 10,000 pairs of socks every week from bed socks to dress socks, work socks and farm socks.
"So there's variety right through the factory. They design the socks on programmes on the computers and bring [that] in here, download it all and set it all up. Every sock has different feeders that give it its shape and pattern," said Montgomery.
Story by Alexa Cook