Woolies Jeans is set to launch in June, and make an appearance at this year’s Fieldays in the Rural Living Marquee after securing $337,426 from more than 200 investors last year. 

The New Zealand-made merino brand was founded by 26-year-old Kaitaia born shearer, Jovian Garcia-Cummins.

Woolies Jeans products feature a 100-per-cent merino lining interior and a high-quality sustainable denim exterior, which allow customers to wear them in comfort in different weather conditions while creating a good impact on the environment. 

“Right now, we’re getting our ducks aligned so that we are prepared to handle the orders we are anticipating,” said Garcia-Cummins. “I have been overwhelmed by the amount of Kiwis wanting to give me a helping hand.”

Some of the fashion names that have helped Woolies Jeans bring his ideas to fruition include designer Wynn Hamlyn, Sustainable Textile Agencies and New Zealand’s largest clothing producer Albion. 

“I’m still exploring the full benefits of merino right now,” added Garcia-Cummins.

“I think having 100 per cent merino against my legs is like a magical power and I want to build the brand around helping others be able to also experience these jeans I have been wearing for years.”