This is more than just blankets.
When Josh and Whakaawa Te Kani launched Noa Blanket Co., they set out to create more than luxury blankets – they set out to weave stories, connections, and legacy.
Rooted in Māori storytelling, artisan processes, cultural values, and locally sourced wool, their blankets have become taonga (treasures) worn, gifted, and celebrated in Aotearoa and beyond. In this candid conversation, the co-founders share how they balance growth with integrity, navigate the decline of traditional textile skills, and protect their own wellbeing while building a globally recognised design house.
Noa Blanket Co. has strong roots in Māori storytelling, artisan processes, cultural values, and locally sourced wool. As demand grows, how do you balance scaling up production without compromising those values – particularly quality, traceability, and authenticity? What trade-offs have you already made or are considering?
When we first launched Noa Blanket Co., we were a niche brand offering 100% locally made, luxury-designed collections in limited numbers. The demand that followed – almost instantly and without any paid advertising – was humbling. Ass we began thinking about how to grow, we quickly realised we couldn’t bear the thought of compromising the integrity of what we had built.
Yes, we could have sent our wool overseas or moved parts of our production offshore to cut costs – but the cultural, environmental and quality sacrifices were simply too great. Our values around quality, traceability and authenticity aren’t negotiable.
So instead of compromising, we found new pathways for growth. Our Limitless Range was created specifically to serve a wider, international audience while maintaining the same standard of excellence. These designs are woven to order, allowing us to scale responsibly without trading off what matters most. We continue to add to this range with care and intention – ensuring that every piece, whether Limited or Limitless, remains true to our kaupapa.
Weaving takes time, supply is a challenge, and gaining control over production has been important. Could you share more about the most unexpected or difficult bottleneck you’ve hit – whether logistics, workforce, or raw materials – and how you’re building capacity and resilience?
Workforce has been, and continues to be, one of our biggest challenges. The decline of the wool industry since the 1970s led to a significant drop in trades connected to it – textile mechanics, spinners and weaving technicians became scarce as demand disappeared for generations.
Because of this, we’ve witnessed the invaluable return of retirees whose expertise and experience are now a treasured resource. Their knowledge is essential, but we also know we can’t rely on them forever. The need to bring new talent into these roles is urgent.
That’s why we’re actively working with our production partners to create educational pathways into the textile industry. We’re funding scholarships, internships and fostering global networking opportunities to build capacity, capability and resilience.
It’s about nurturing a future where these vital skills don’t just survive but thrive – so that Noa Blanket Co and the wider industry can continue crafting with integrity for generations to come.
Both of you carry many roles – business, design, cultural, family, community. How do you actively guard against/work through burnout? What daily or weekly practices or boundaries help you protect your wellbeing?
Juggling the many roles we carry – business, design, cultural responsibilities, family and community – can definitely feel overwhelming at times. We truly love all the hats we wear, but there are only so many hours in a day!
Time management is important, but we’ve learned that strict deadlines don’t always bring relief. One of the biggest shifts for us has been learning to relinquish the illusion of control over timeframes. Instead, we focus on the present moment – letting go of future worries and past regrets and directing our energy toward what we can control: our mindset, our actions and importantly, self-care.
In business, we like to ‘run to plan,’ but sometimes things fall outside our influence. Practicing trust – trusting that things will work out and trusting in our own ability to handle whatever comes – is key to protecting our wellbeing. It’s not always easy, but it’s a daily practice that helps us stay grounded, present and resilient amid the many demands we face.
You’ve said you are defining success in your own way, at your own pace. How do you measure whether you’re succeeding – not just financially but in terms of cultural impact, community wellbeing, and environmental stewardship? What milestones matter most, and how have they shifted since founding?
For us, success isn’t just about financial figures – it’s about living and working in alignment with our values. While financial milestones are clear and measurable – cultural impact, community wellbeing and environmental stewardship aren’t things you can quantify on a spreadsheet; you feel and see them through people.
Our true KPIs are the voices, actions and experiences of our peers, community and industry. Their support and endorsement are the most meaningful measures for us that we’re meeting our own standards.
These real-life moments – when a kaikaranga calls us onto their marae draped in our blanket, when our blankets are worn as symbols of identity at important events or when they’re wrapped around a newborn, an elder or someone receiving their traditional moko – are the milestones we cherish most.
These moments remind us that we’re not just making blankets; we’re weaving connection, belonging and legacy. Our idea of success continues to evolve, but these deeply personal, cultural milestones keep us grounded and inspired on our journey.
The strategy of launching limited edition blankets – “once they’re gone, they don’t go back into production” – creates urgency and exclusivity. What are the risks or costs of that model? Does it limit your ability to reach broader markets, or put pressure on you and your team at launch periods? How do you decide what to make limited versus always-available?
Our limited edition strategy creates rarity and enhances the tāonga or treasured nature of each blanket. It aligns closely with our environmental values by ensuring we only weave what’s needed, helping to minimise waste. While it does bring pressure during launch periods for our small team, weaving – whether by hand or machine takes time – so we balance those intense moments with quieter periods between releases.
To reach broader markets without compromising our values, we have our Limitless Range. These blankets are woven to order, avoiding mass production while allowing us to share our story globally.
Deciding what becomes Limited versus Limitless always comes back to kaupapa – the guiding purpose of each design or collection. Our process is organic and responsive; although we plan themes annually, we create based on what feels most relevant to our family, community and nation, in the moment. Limited collections carry important messages for specific times, while Limitless designs tell stories that resonate across all seasons, making them perfect for gifting or personal keepsakes.
Where do you see Noa Blanket Co. in 5-10 years in relation to both innovation and tradition?
In 5 to 10 years, we see Noa Blanket Co. as an international design house – a creative destination that spans across fashion, homewares, interior and architectural design. This growth isn’t just about expanding our reach; it’s about creating meaningful opportunities for our people through educational and career pathways within the design industry.
We believe the global stage is ready for Aotearoa’s unique voice and we’re excited to be part of that emergence. Innovation will remain central to our journey – we plan to incorporate advancements in weaving loom technology to push the boundaries of woven textiles.
At the same time, we’re deeply committed to preserving and supporting traditional arts through events and educational programs. Balancing innovation with tradition is the heart of our vision – it’s a big dream, but it’s the same spirit that brought us here.
This new collection draws on themes of peace, cycles, gathering, and balance. What personal experiences or reflections shaped this particular body of work – and what do you hope people carry with them when they wrap themselves in these blankets?
Te Whare o Rongo was born from the weight of these challenging times – globally and here at home, we’re all feeling the pressure to uphold our values, hold the front line and keep moving forward day after day. For us, this collection is a deeply personal response and a hope offered to others – a woven reminder to find balance in our pursuits, to nurture peace within ourselves and to practice that peace in everyday interactions. The intention seems to have resonated with our customers as well, as we sold out within four hours of launch!
We want these blankets to be more than just warmth – they’re meant to be a source of respite, reprieve, recovery, rest and resilience. When someone wraps themselves in one, we hope they carry a sense of enduring peace, not just for now, but for the futures we’re all working toward.
At the most recent New Zealand Fashion Week, people were spotted wearing your blankets as garments, styled in a myriad of ways. How did it feel to see them worn in that way on such a public stage – and does it influence how you think about design, function, or future endeavours?
Seeing people wear our blankets as garments on such a public stage like New Zealand Fashion Week was truly humbling and awe-inspiring. It’s a powerful reminder that our blankets aren’t just objects – they’re icons of identity and connection.
Our designs draw heavily from the traditional kaitaka style kahu, a form of functional regalia rich with bold borders and meaningful geometric patterns. To witness this heritage influence sparking a renaissance of wearable art, where blankets are embraced as attire once again, feels like a profound moment of fulfilment.
It inspires us to continue exploring the intersection of design and function, honouring tradition while imagining new ways for our blankets to live in people’s everyday lives and special moments.
From limited edition collections that sell out within hours to limitless designs woven to order, Noa Blanket Co. continues to prove that fashion and storytelling can walk hand in hand with cultural responsibility and innovation. To explore their collections and kaupapa further, visit noablanketco.nz and follow @noablanketco on Instagram
Images supplied
