With beginnings on her family’s Waitaki Valley farm, wool has always been part of Fiona McIlraith’s story. Through Woolfi, she set out to celebrate this remarkable fibre with slippers that are simple, natural, and made with care. Now, with the Perriam x Woolfi collaboration, Fiona shares the inspiration behind her brand and the values woven into every pair.
What first inspired you to create Woolfi, and what vision did you have when starting the brand?
I was fortunate to grow up on my family’s sheep and beef farm in the Waitaki Valley, which has been in our family for over 100 years. Wool was woven into everyday life and part of our family story. I’ve always loved how incredible and versatile it is, but when I returned to New Zealand in 2015, I realised just how undervalued strong wool had become for farmers. Woolfi was born out of a desire to show the world how special this fibre really is, while creating something that brings comfort and joy into people’s lives. My vision has always been to build a brand with purpose: crafting products that feel good, are made ethically, and tread lightly on the planet.
Wool is at the heart of what you do, what does this fibre mean to you personally and creatively?
For me, wool feels like home. It connects me back to my family’s roots, to the land, and to the farmers who care deeply for both their animals and the environment. It’s never about short-term gain — it’s a long game, just like farming is about protecting the land and leaving it better for future generations. In a world surrounded by plastic, I see wool as one of nature’s most valuable gifts: renewable, biodegradable, and endlessly versatile, yet so underutilised. We need to be able to give consumers the choice to choose natural.
Creatively, it’s inspiring because it allows us to design products that are both beautiful and purposeful. Every time I work with wool, I feel like we’re honouring tradition while creating something modern and meaningful for everyday life.
Woolfi slippers are simple yet thoughtful. Can you share what goes into designing and making them?
Simplicity is intentional with Woolfi. Our slippers are about stripping away the unnecessary and focusing on what matters most: comfort, durability, and natural materials. From the New Zealand farms where our wool comes from, to the artisans in Nepal who handcraft each pair, every detail is considered. They’re made to be honest and lasting — slippers you’ll treasure, with a story of care, people, and place woven into them.
How did the Perriam x Woolfi collaboration come about, and what felt like the perfect fit between the two brands?
I’ve known Christina since my younger days and always admired what she’s created with Perriam. So when she reached out, the collaboration felt like such a natural fit. Perriam, like Woolfi, has a deep respect for New Zealand wool and family heritage. As we talked, it was as if we were singing from the same song book — both passionate about celebrating wool and creating timeless, beautiful products. We share values of quality, sustainability, and storytelling, which made bringing the two brands together feel effortless.
Both Perriam and Woolfi share a deep respect for wool and local craftsmanship, how do you see that reflected in this collaboration?
This collaboration is really about honouring wool in its purest form. Every piece reflects the care of local farmers, the skill of craftspeople, and the thought that goes into design. It’s not just about creating something beautiful — it’s about celebrating where it comes from, who makes it, and ensuring it’s done with respect for the environment. That shared philosophy between Perriam and Woolfi shines through in every detail.
As a founder and busy mum, how do Woolfi slippers fit into your own daily rituals of comfort and slowing down?
Life is busy, I have two boys, 11 and 4 and I often feel there are never enough hours in the day. I think many of us crave little rituals of calm. For me, slipping into my Woolfis at the end of the day is one of those grounding moments. They’re a gentle reminder to slow down, breathe, and enjoy simple comforts. They’re not just slippers — they’re part of creating a home that feels warm, natural, and full of care.
What’s next for Woolfi, are there new projects or dreams you’re excited to explore?
Without giving too much away — yes, we’re dreaming big. Wool has so much untapped potential, and we’re exploring new ways to share its natural strength and comfort through products that make everyday life better. What excites me most is continuing to innovate while staying true to our purpose: creating beautiful, sustainable pieces that bring joy and leave as little footprint as possible.
To learn more about Woolfi click here
Follow Woolfi @woolfi.nz
Images by Jess Howzen @jesshowzen.photography
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