Officially launching to the public on Sunday November 5, New Zealand-based Noa Blanket Co has announced the release of its fourth limited edition collection, Te Aparautaki.
With the brand's prior three collections selling out in less than 10 minutes, hype surrounding this week's release is only building.
Predominantly inspired from the māramatanga (understanding) passed down by ancestors, the Te Aparautaki collection celebrates the pursuit of peace in our everyday practice, continuing the process of preserving ancestral stories and wisdom.
"To be purpose-driven is to be community-driven. For life to be meaningful, it must enrich the lives of more than just the individual. A personal pursuit for communal benefit and collective wellbeing, that's the nature and precedence that has been left for us by our predecessors," Noa Blanket Co founder, Josh Te Kani said.
Featuring four designs weaving stories of purpose, collectivism, adaptation and perseverance, the brands 100 per cent wool-woven blanket designs are imbued with a vision for a better future.
"We look to the past and find inspiration in various examples of strategic innovation, resourcefulness and intentional action. Heartening our life endeavours and the next era of purpose-driven action to sustain equilibrium," Te Kani said.
Shot by Holly Burgess (Ngāpuhi and Te Ātihaunui-a-Pāpārangi), featuring models Devon Toi (Ngāpuhi) and Te Karehana Gardiner-Toi (Ngāpuhi/Tauranga Moana), the Te Aparautaki campaign draws on lived experiences as well as those shared down through generations.
Te Aparautaki is a tribute to the past, whilst weaving in the Noa vision for the future.
Consciously made in Aotearoa, Noa blankets are crafted as a keepsake drawing on Māori design and New Zealand identity.
With Noa meaning neutrality, a state of freedom and free from restrictions, Noa Blankets are more than just a blanket but also a celebration of collaboration, culture, colour and our nation's strength and resilience.
Te Aparautaki will be available exclusively from www.noablanketco.nz on Sunday November 5 from 6pm. Once sold out, there will be no restock.
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