Everything You Need to Know about Swanndri
Key Takeaways:
- Swanndri is a New Zealand outdoor brand best known for the heavy wool bush shirt (hooded, lace-up, olive or red/black check). The range now includes jackets, oilskins, knitwear, socks, hats, bags and blankets.
- History: William Broome registered the trademark in 1913. John McKendrick added the hood, laced front and olive green in 1927.
- Ownership: 100% Kiwi-owned, part of Longbeach Holdings, and based in Christchurch with around 60 NZ staff.
- Where it’s made: Most products are made offshore (mostly China) since 2005, but the wool is NZ-grown. About 99% of socks and a small bush shirt range are still made in NZ.
- Waterproofing: Wool shirts and jackets are weatherproof, not waterproof. For heavy rain, use oilskin (re-proofable with wax) or a waterproof jacket.
- Durability: Built to last generations, repairable, and covered by the Swanndri Guarantee for material and workmanship faults.
- Hats: Choose by conditions, such as wool for cold and wet, wide brim for sun, and oilskin for rain.
- Australia: Available via swanndri.com.au and local stockists.
Everything you need to know about Swanndri
You've probably seen one on a farmer, a hunter, a builder, a fisherman, a uni student or your granddad. Possibly all on the same day. Here are straight answers to the questions people ask about Swanndri most.
What is Swanndri?
Swanndri is a New Zealand outdoor clothing brand, best known for the wool bush shirt. That's the heavy, hooded, lace-up wool shirt in olive green or red and black check that's been worn on Kiwi farms and in the backcountry for over a century.
oday the range goes well beyond the bush shirt: wool jackets, oilskins, shirts, knitwear, socks, hats, bags and blankets. Wool is still at the heart of the brand.
Most Kiwis just call it a "Swanni".
Why is it called Swanndri?
- The beginning. William Broome, an English tailor who had moved to New Zealand, made the first Swanndri in New Plymouth. It was a short-sleeved wool bush shirt treated with a weatherproofing process. The formula was a secret, and it made the shirts shrink unevenly, so sizing was a bit of a lucky dip.
- 1913. On 23 December, Broome registered Swanndri as a trademark.
- 1927. Tailor John McKendrick added the hood, the laced front and long sleeves, and introduced the olive green that's still a Swanndri signature. His business made the bush shirt under licence from the Broome family.
- 1964. McKendrick's business bought the trademark rights.
- 2005. Most manufacturing moved offshore as the business outgrew what local manufacturing could supply.
- 2018. A small range of New Zealand-made bush shirts returned.
More than 110 years on, the bush shirt is still in the range. It looks much the same as it did in 1927
Read the full history of Swanndri
Is Swanndri a Kiwi brand?
Yes. Swanndri started in New Zealand in 1913, it's based in Christchurch, and it's 100% Kiwi-owned. The wool for our outerwear is grown on New Zealand farms.
Who owns Swanndri?
Swanndri is 100% New Zealand-owned and part of Longbeach Holdings. The business is run from Christchurch, with a team of around 60 staff based in New Zealand.
Where is Swanndri made?
Most Swanndri products are made offshore by specialist manufacturers, mostly in China. Most of our socks are still made in New Zealand. Most of the wool we use is grown in NZ through the ZQ+ regenerative sourcing programme.
Is Swanndri still made in NZ?
99% of our socks are made in New Zealand. In 2018 we brought back a small range of New Zealand-made bush shirts. The rest of the range is made offshore.
When did Swanndri stop being made in NZ?
Most manufacturing moved offshore in 2005. New Zealand's manufacturing capacity could no longer keep up with what the growing business needed. What didn't change is the wool. It's still New Zealand-grown, and it's still the core fibre of our brand.
Are Swanndri garments waterproof?
It depends on which Swanndri.
Wool bush shirts and jackets are weatherproof, not waterproof. The original bush shirt is made from dense, heavyweight 100% New Zealand wool. Wool fibres repel water on the outside, and the tight weave keeps out wind and showers while still breathing. Even if it does get wet, wool keeps you warm. That's why it's been trusted on farms and in the bush for so long. In a proper downpour, though, water will eventually get through.
For staying dry in heavy rain, choose waterproof rated jackets. Our oilskin jackets are wax-treated cotton made to keep out the weather, and can be re-proofed with our wax tin to keep them working for years. Our waterproof jackets are built for full rain protection. A lot of people wear both. Wool for warmth, oilskin or a waterproof jacket over the top when the weather turns.
How long will a Swanndri last?
Look after one and it'll last for generations. Plenty of bush shirts are handed down from grandparent to grandchild, which is about the best review a garment can get.
The heavyweight wool resists wear, and if something does go, it can usually be repaired. We have care and repair guides to help keep your gear going. Every Swanndri is backed by the Swanndri Guarantee, which covers faults in materials and workmanship. If something isn't up to our standard, we'll repair or replace it.
Is Swanndri a good brand?
We're biased, but here's the facts. Swanndri has been making outdoor clothing in New Zealand conditions for over 110 years. Our clothing is built around New Zealand wool, designed to be worn hard, and backed by a guarantee. It's trusted by farmers, hunters, tradies and anyone who works or plays outdoors.
You don't keep a name going for a century by making gear that falls apart.
What is the best brand of hats?
The best hat is the one built for where you're wearing it. A few rules of thumb:
- Cold and wet: wool. It stays warm when damp and breathes when you're working hard.
- Sun: a wide brim. Look for something crushable so it survives being stuffed in a bag.
- Rain: oilskin. It sheds water and gets better looking with wear.
- Everyday: a good cap or beanie you'll actually wear.
Our hats are made with the same approach as the rest of the range. Picks:
- Wool Crusher Hat: the classic Swanndri bucket hat, a favourite for decades. You can roll it, squash it and stuff it in a pocket.
- Explorer Crushable Sun Hat: for long days out in the sun.
- Birmingham Oilskin Flat Cap: for wet days and smart enough for town.
- Grafton Wool Beanie: for cold mornings.
- Swanni Wool Baseball Cap: our iconic check on a cap.
Can you buy Swanndri in Australia?
Yes. Shop online at swanndri.com.au, our dedicated Australian site. It has prices in Australian dollars and delivery to Australian addresses. We also have a network of stockists throughout Australia, and you can find more details on the store locator page of our website.
