Whisky, wool, and our family farm
Many projects are built in offices. This one was born in the hills – with a dram of Glenfiddich and a shared vision.
We’re incredibly proud to finally share a project that’s been quietly distilling away behind the scenes. And it’s one that means a lot to us, not just as a brand, but as a family.
We’ve teamed up with Glenfiddich; one of the few single malt distilleries still entirely family owned and the world’s most awarded in single malt whisky – to create a limited-edition run of woollen Overnighter bags and bag tags as part of their 2025 Father’s Day campaign.
A campaign built around legacy, premium craftsmanship, and the generations who keep traditions alive. Sound familiar?
To bring it to life, we rounded up the Hurley lads: Sam, his brother Jack, and their dad Andy. They’re the second and third generations of our family to farm this land – the land they were raised on, the land thousands of sheep have grazed, and the place where every Honest Wolf product begins, with wool grown right here on Papanui Estate.
And while Andy has spent a lifetime avoiding the camera, we finally convinced him to step into the frame. To be fair, when we said it was for a Glenfiddich whisky collab, we didn’t have to twist his arm too hard.
What followed was something truly special: A family affair, complete with the right amount of family chaos, Bonnie the farm dog trying to steal the spotlight, and a bluebird day so perfect we’re still wondering who bribed the weather gods.
It was the first time in Honest Wolf history that we captured three generations on the land – not just farming it, but celebrating it.
As for the collaboration itself, we’ve handcrafted:
• 50 limited-edition Glenfiddich x Honest Wolf Overnighter Bags
• 1,000 woollen luggage tags, each made from Papanui Estate wool and finished with Glenfiddich’s iconic stag
So how do you get your hands on them? Head into your nearest liquor store to find out more.
It’s not every day that whisky and wool come together. But when they do, it’s worth raising a glass.
