In the 1980's Went Fredinands had a dream. He wanted to sell balls of yarn to every retailer in New Zealand and he wanted it to be his own label. During a moment of contemplation on how he was going to do this, he scripted the word “Naturally” on a piece of paper and the dream came to life. The first yarns sold by Naturally were Pure Wool Natural Hanks, a natural un-dyed New Zealand spun wool. The brand was widely accepted in New Zealand and more yarns were added until a full range of New Zealand made yarns made up the collection.