Description:

Drover reimagines the value of New Zealand's strong wool by transforming it into a premium bio-composite for the automotive sector. In response to declining demand for strong wool and increasing environmental pressures, the project merges sustainable materials with design innovation to tell a new story, one that moves beyond tradition and engages with global conversations on waste reduction, material transparency, and sustainable alternatives.

At its core, Drover adopts a materials-first strategy, uncovering the untapped potential of strong wool through critical experimentation and design thinking. Rather than solving a predefined problem, the project allows the material to drive the concept, resulting in a product that challenges industry norms and aligns with sustainability goals. Targeting the aftermarket automotive space, Drover identifies a niche where innovation, craftsmanship, and environmental values converge.

The design is rooted in technical experimentation and refined aesthetics. Each material decision reinforces the project’s sustainability narrative. The composite’s unique texture and durability emerged from iterative moulding, dyeing, and testing, resolving challenges such as moisture resistance. This hands-on process, supported by 3D-printed moulds and strategic material pairing, ensured production viability and a high-quality finish. The final product is a bold, contemporary showcase for strong wool in a new context.