Woolies Jeans is launching an equity crowdfunding campaign on October 4 to help support the brand’s plans for global expansion.

According to the Auckland-based company, the funding will contribute to the brand’s working capital, increase local production, supply chain development, and marketing.

The company seeks to raise capital within the range of $50,000 to $500,000 (1.00%-10.00% equity) with shares priced at $1 at a minimum investment of $250.

In addition, investors who buy at least $2,500 worth of shares will receive additional benefits, including a pair of Woolies Jeans from the first production line.

Launched in 2018, Jovian Garcia Cummins created his first pair of Woolies Jeans after being “tired of wearing uncomfortable denim workwear”. He sought the help of his mother and made the jeans using merino wool as lining and a denim exterior.

According to Cummins, the wool helps add comfort to the wearer and “it keeps one warm when it’s cold and cool when it’s hot.”

He said seeing the success of Allbirds, which raised over one hundred thousand dollars in 2016 and is now listed on the Nasdaq Stock exchange, inspired him to start his own crowdfunding campaign.

“I’m excited to share my invention with the world because I’ve been making these jeans for mates in exchange for some beers, but want to hire some smart, hardworking kiwis to help get this thing going and start shipping worldwide,” Cummins said.

Additionally, having the jeans manufactured locally is one of his primary drivers for success: since it can help provide additional jobs for kiwis.

“I am more motivated than ever to push this company to the world stage because I know so many people who have had their jobs affected, and I don’t understand why New Zealand can’t have its own jeanswear company when the materials are produced right here,” he said.