About Honest Wolf

Honest Wolf is a designer bag and accessories brand born in New Zealand’s back country. Each piece is crafted from wool grown on Sam and Sophie Hurley’s farm, Papanui Estate – a fibre known for its strength, resilience, and enduring quality.

The idea for Honest Wolf was born when New Zealand started phasing out plastic bags. Determined to give undervalued local wool a new purpose, the Hurleys set out to design reusable bags that were both practical and durable – made to handle the farm before they take on the city.

Papanui Estate has been in the Hurley family for three generations – a place where care for the land, animals, and community runs deep. Certified under NZFAP Plus, the farm meets some of New Zealand’s highest sustainability standards.

By paying above-market rates for their wool, sourcing local New Zealand leather, and insisting on hardware that’s built to endure, Honest Wolf ensures every detail lives up to its name. Because if it can’t withstand the farm, it doesn’t belong in the city.