2025 Award Winner: LOF

Winner of the Circular Business Innovation Award 2025, sponsored by Untouched World.

The Waiheke Island-based business, launched in late 2024 by Sophie Poelman and Alain Brideson, transforms underutilised strong wool (coarse wool) into regenerative products including lighting.

The judging panel, which included Untouched World founder Peri Drysdale and Seamless CEO Ainsley Simpson, was impressed by Lof’s tenacity and ability to embed circularity into products and the entire business model.

“By working with local producers to turn waste wool into a beautiful lamp, Lof embodies the kind of thoughtful elegance and excellence we need in circularity,” said judge Lucianne Tonti, respected Australian-based sustainability journalist and author of Sundressed: Natural Fabrics and the Future of Clothing.

“Durability, simplicity and desirability with a practical plan for end-of-life and thoughtful material origins.”