After a cheeky open letter that captured the attention of wool and rugby lovers, Norsewear’s idea to use natural instead of synthetic materials for All Blacks supporters’ beanies has been sidelined.

The Tararua wool clothing brand wrote an open letter to New Zealand Rugby (NZR) in July last year, questioning why All Blacks beanies were made with synthetic materials.

They had been contacted by some “die-hard All Blacks fans”, upset that their beanies weren’t made from NZ wool.

The letter said it was time for NZR to choose traditional woollen products.

“The All Blacks, like us, are iconic in NZ - doesn’t it follow that our sporting legends might wear the very fabric our Kiwi identity is wrapped in?”

Owner Tim Deane said NZR showed genuine interest in the idea, but could not make a deal work because of existing supplier arrangements.

NZR said it had established partners and licensees globally and locally, who manufactured and distributed official apparel.

“Prospective licensees like Norsewear need to be able to work within our existing commercial model.”

Discussions with Norsewear focused on other products, including woollen supporters’ socks.

Deane said he was open to the sock option but realised it would have been unviable.

“Really, it was the distribution of the product that became the issue.

“We couldn’t have got any of the product into any of the places that people who buy the All Blacks fan gear go.”

He was pragmatic about the response and said, “You don’t win them all.

“These guys have got [a] business to run, they have got arrangements in place, and they were prepared to have a chat about it, which is great.

“We are excited about the renewed interest in wool. We’re sure that, as consumers continue to drive demand for this fantastic natural fibre, big apparel brands will respond.”

NZR said it was open to supporting local materials and innovation, and continued to work with new and existing partners to offer fans different products to help them show their support.