Christchurch, New Zealand April 22 – Peri Drysdale, founder and CEO of eco-conscious fashion label Untouched World, has spent the last three decades proving that style and sustainability can go hand in hand—even from a small island nation at the edge of the world.
Launched in 1995, Untouched World has grown from a kitchen-table idea into an internationally recognised fashion brand, retailing in more than 50 countries and employing over 140 people. The Christchurch-based company was among the top 10 global sustainable fashion brands in a recent international ranking, ahead of industry giants like Gucci’s parent company and Stella McCartney.
Untouched World began as Snowy Peak Ltd in 1981, producing children’s knitwear from New Zealand wool. With just NZ$200, Drysdale placed a newspaper ad and enlisted neighbours to spin yarn and write patterns. Within four years, 500 outworkers were making garments under the fledgling brand.
“I just had this idea that maybe I could add value to our primary product—wool—and make beautiful items that reflected New Zealand’s values,” Drysdale told Reuters during an interview at the brand’s flagship café and showroom in Christchurch.
The company’s pioneering approach includes blending merino wool with possum fibre—an innovation that helped set it apart in a competitive industry. Today, its product range spans fine knitwear, woven garments, and certified organic cotton collections. A new line, “Fashion Reimagined”, launched this year in Dunedin, challenges traditional models of production and consumption.
While her business acumen has helped steer the brand through challenges—from high-interest loans to untested machinery—Drysdale credits her environmental concerns as the key driver. “We couldn’t keep going without doing something,” she said. “Fashion needs to be part of the solution, not the problem.”
The brand’s sustainability efforts extend to its materials, which are now 99% free of synthetics. Drysdale aims to reach 100% in the near future through continued innovation.
Beyond fashion, the Untouched World Foundation—a charitable trust established in 2000—has educated over 3,000 young people in environmental leadership and sustainable development. The programme was recognised by the United Nations as one of the world’s top three in its field.
Social impact is also woven into the brand’s supply chain. After learning about a family at risk of falling into poverty and exploitation in Kolkata, India, Drysdale helped establish a micro-industry to produce certified organic cotton tops. “Those women now have a stable income, and their children get an education,” she said.
Untouched World’s clientele includes former U.S. presidents Bill Clinton and Barack Obama. Yet, its founder says she is most proud of the company’s people, values, and longevity.
As the company nears its 30th anniversary, a commemorative collection of early garments is in the works. “Our pieces don’t wear out,” Drysdale said with a smile. “People come into our stores wearing sweaters they bought 15 years ago.”
From a sheep farm near Rakaia Gorge to global runways, Drysdale’s journey proves that New Zealand’s wool—and its values—can shine on the world stage.
