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History of Excellence

Our vision: the toughest workwear for the toughest conditions.

At Betacraft, we exist to keep New Zealand’s toughest outsiders warm, dry and comfortable. When we began nearly 70 years ago it was with the aim to construct the most rugged outdoor clothing to suit our country’s hardworking farmers. Over the years, we’ve been lucky to serve our great rural community and always strive to create better gear every year.

We listen to our customers to produce the gear they really need. Mother Nature plays a design role too. Our product designers ensure that our clothing stands up to all that she throws our way, throughout the year.

Our design process is to focus on impact and craft the details. That means gear that is made from waterproof, windproof and warm materials with smart detailing like cuffs, flaps, pockets and hoods that will keep the rain, wind and muck out.

It’s not just about the products. It’s so important to us that we deliver service that wows in a humble and approachable way. We ensure we build open and honest relationships with our customers, employees and partners, and treat everyone if they were part of the family.


We’ve spent close to 70 years creating gear for New Zealander’s , through the good times and the bad.


Our brand is proudly born, bred and continues to work in New Zealand’s heartland communities.


We’re proud of our long family heritage with four generations of people passionate about their care and attention to our rural families.


Our mission is simple. We make workwear that does the business. No compromises.


We have a reputation that we’re staunchly proud of: setting the highest service standards.


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