Our work is guided by a set of core values, which come to life through the principles below. Lof is a design studio built on the belief that good design can regenerate materials, communities, and ways of living. Beginning with New Zealand wool, our work extends into broader questions of responsibility, circularity, and wellbeing. We design with the future in mind, creating products that contribute to healthier interiors and a more connected world.
Responsiblity.
Design shapes the future.
At Lof, responsibility means recognising the influence of design on people, communities, and planet — and choosing to use that influence well. We see each decision, from material selection to business practice, as an opportunity to create long-term value rather than short-term gain. Our goal is to build a regenerative model where quality, longevity, and local production become the foundation of a more thoughtful design economy.
Circularity.
Nature works in closed loops — so should design.
Our work centres on 100% New Zealand wool, a local, abundant, and renewable fibre that safely returns to the earth at the end of its life. Each design uses mono-material construction to simplify reuse and recycling, following nature’s quiet rhythm of renewal.
Integrity.
Integrity connects people, materials, and place. We source directly from Aotearoa growers, pay fairly, and make locally. Every product carries a traceable story — from farm to finished form — ensuring transparency and respect through the entire value chain.
Wellbeing.
Design influences how we feel.
Our work contributes to healthier interiors by softening sound, purifying air, and reducing exposure to synthetic materials. Wool’s natural warmth and tactility bring a sense of calm to the built environment.
Community.
Small by choice, connected by design.
Lof is part of a living ecosystem — based on Waiheke Island and interwoven within Aotearoa’s wool, textile, and design communities. We focus on creating meaningful, high-value work close to home, supporting local livelihoods and nurturing the people and places that sustain us. Staying small allows us to remain close to our makers, materials, and community, building something enduring and good, together.
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.