29 October 2026International edition
Vol. I · No.
29 October 2026
AI IN FASHION
DAILY
The daily briefing on AI in the fashion business
Where fashion meets artificial intelligence.
Sportswear and outdoor

Stoney Creek

New Zealand

Stoney Creek is a New Zealand outdoor clothing brand with more than 30 years of history. It makes hunting, fishing, rural, outdoor and workwear apparel, including a New Zealand wool range.

Facts
CountryNew Zealand
HeritageOver 30 years
Core focusHunting, fishing and rural apparel
MaterialsIncludes 100% NZ wool range
Websitestoneycreek.co.nz
Segment
Mid-market
Categories
OutdoorMenswearWomenswear
Sales channels
E-commerceWholesale

What is Stoney Creek?

Stoney Creek is a New Zealand outdoor apparel brand that describes itself as trusted for over 30 years. It is closely associated with hunting and rural life in New Zealand, and its gear is also sold in the UK through country clothing retailers.

Products and positioning

The brand organises its range around activities:

  • Hunting: activity-specific clothing, camouflage, packs and gun accessories
  • Fishing: clothing and game fish and provider bags
  • Rural: wool clothing and rural-themed tees
  • Outdoors: jackets, layering, rainwear and sleeping bags
  • Workwear, corporate and lifestyle: everyday apparel

A 100% New Zealand wool range sits alongside technical garments, and the brand publishes gear guides on base layers, mid-layers, insulation and rainwear. Long coats such as the Long Bush Coat are among its recognised pieces.

Distribution

Stoney Creek sells online in New Zealand and through stockists, including UK country retailers such as Cherry Tree Country Clothing and Charlies.

Why it matters

Stoney Creek is a long-established New Zealand outdoor brand rooted in hunting and farming, with a range that spans technical field wear, workwear and wool clothing.

Frequently asked questions

Where is Stoney Creek from?

Stoney Creek is an outdoor clothing brand from New Zealand.

What does Stoney Creek sell?

It sells hunting, fishing, rural, outdoor, workwear and lifestyle clothing, along with packs and accessories.

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