Our work is guided by five core values that shape how we design, source materials and make our products. At Lof, we believe good design can create more value from the materials we grow, support local communities and improve the spaces we live in. New Zealand wool is where we begin, with a wider commitment to thoughtful design and a more circular future.
Responsibility.
Design shapes the future.
Every design decision has consequences, from the materials we choose to how a product is made, used and eventually disposed of. We aim to create well-considered, long-lasting products that make better use of local resources and create lasting value for people and place.
Circularity.
Nature works in closed loops, so should design.
Our work centres on New Zealand wool, a renewable fibre with the potential to return to the earth and nourish the soil at the end of its life. We consider the full lifecycle of each design, from material selection and construction to repair, reuse and eventual recovery. By keeping materials and components as simple and well-designed as possible, we aim to extend product life and make better use of resources.
Integrity.
Know where things come from, and how they are made.
We work directly with wool growers in Aotearoa, pay fairly for their material and collaborate with specialist makers to bring each design to life. By keeping our supply chain as local and traceable as possible, we build stronger relationships and a clearer understanding of the people, materials and processes behind each product.
Wellbeing.
Materials shape how spaces feel.
The spaces we live and work in affect our wellbeing. Wool’s natural warmth and softness bring a sense of calm to the built environment, while its ability to absorb sound and filter certain airborne pollutants offers benefits beyond aesthetics. By choosing natural fibres, we also aim to reduce the introduction of VOCs and other chemicals into interiors spaces.
Community.
Small by choice, connected by design
Lof works with wool growers, specialist makers and design partners across Aotearoa, with our studio on Waiheke Island deeply connected to our community. We bring together knowledge and skills to create meaningful, high-value work that supports local livelihoods and strengthens the future of New Zealand wool. Staying small and connected allows us to build lasting relationships with our materials, our makers and the people who use our products.
Lof is committed to fair pay for Aotearoa’s growers, eliminating unsustainable materials from interiors, and strengthening the local wool value chain — for healthier people, communities and a regenerative planet.