About Us

Welcome to George Munro, home of premium products made from low micron Perendale lambswool that has been raised and shorn on our family farm in the heart of Southland, New Zealand.

We aim to breathe life into the wool industry and keep the traditional farming way of life alive. Creating products with the quality of yesteryear - but with a modern twist.

The Munro family farm is nestled among the folds of gullies and native bush in the hamlet of Hokonui, a quiet spot that’s peppered with no exit roads and seldom sees an unfamiliar face. The hills hold the secrets and stories of early pioneers who distilled their illegal moonshine on the land we now live on. Māori legend tells us that our home amongst the hills gained its recognisable shape from the Kati Mamoe chief Te Rakitauneke's taniwha (dragon) named Matamata.

George Munro Family


Our brand is a celebration of the hard work and dedication of our family who have been breeding sheep in the same spot for over 40 years. We descend from a long line of Southland farmers. Our sheep have been selectively bred over generations to produce a lower micron crossbred lambswool that is finer and softer than other crossbred wool products on the market. Lambswool is generally characterised by being soft and downy, moisture-wicking, hypoallergenic, and breathable. Some prefer lambswool products over merino as the fibres are thicker, trapping heat against the skin.

George Munro is the name of the first grandchild in the Munro family, and his birth during the 2020 Covid-19 lockdown sparked the creation of our brand. We found that we could not find the high-quality, New Zealand made products that we wanted for George. 

We wanted to create garments from our farm, with our son in mind, teaching our children to be guardians of the land and how to utilise its natural resources.

Our brand was born out of a desire to keep pure NZ wool in the country and support our dwindling wool industry. Wool is an abundant and precious natural resource that we need to utilise more in our bid to be more environmentally friendly. We want to be leaders in the wool industry, creating work for our shearers and producers and inspiring and supporting others to be creative with their wool. At George Munro, we believe that our products need to be made here in Aotearoa (New Zealand) and sold here, during production our products do not leave our shores.

In this day and age, it makes sense to know where the products we purchase come from. That means we can make more ethical decisions. Our wool is carefully monitored throughout its journey and returned back to us as a finished product. We can follow its footsteps every step of the way. We want to show people that it is possible to create beautiful products that are 100% produced in New Zealand, we don’t need to rely on other countries all the time.

Our core values define everything we do, from product design to customer service. We strive to be leaders in the wool industry, creating work for our shearers and producers and inspiring others to be creative with wool. When creating our logo, it was very important to pay tribute to both our European and Maori - Ngai Tahu heritage. We wanted to combine tradition with a modern twist (kind of like the wool we use).

At George Munro, we are making a difference in the world by supporting our local wool industry and making the most of our natural resources. By shopping locally and choosing our products, our customers can make more ethical decisions while enjoying the luxurious feel of our unique low micron wool.