Matt Holden

That legacy of wool innovation still runs deep. Matt’s connection to Norsewear began in the 1980s when he first pulled on the legendary Farm Fleck socks (pictured above). Since then, Norsewear has been a constant companion in his life outdoors, carrying him through decades of farming and mountaineering. He has summited Aoraki/Mt Cook, crossed the Southern Alps seven times via different passes, and continues to chase ambitious peaks and trails. In February he will take on Broderick Pass and Mt McKenzie, and in June he and his friend Cam McLeay will travel to Western Uganda to climb the three peaks of the Rwenzori Mountains—always with Norsewear on his feet.

Although his only direct tie to Norsewood itself is the occasional coffee stop, Matt’s bond with Norsewear runs much deeper. He has been a loyal customer for decades, an advocate for wool through more than 25 years of work in the New Zealand sheep industry with Kelso Genetics, and a strong supporter of rural communities and mental health initiatives such as #MatesofMatesforMates. Alongside his farming work, he spends his days with the very people who should all be wearing Norsewear socks—farmers and rural professionals.