New Zealand’s wool industry knits itself a fresh image, one pair of undies at a time

Posted on

It’s Friday night in rural Alexandra and a dozen high school students are dancing down a makeshift catwalk in woollen underwear, as Ria Mae’s Clothes Off blares from the speakers. Despite New Zealand’s reputation as a sheep-loving nation the country’s wool industry has been in a steady decline since the late 80s, and tonight the locals are stripping off in an effort to revive the country’s national fibre; and make “itchy, scratchy” wool sexy for the first time. “When I first heard this was all […]