WELCOME TO NOVAWOOLF
Born in Cape Town and inspired by its expressive spirit, NOVAWOOLF creates elevated essentials for modern movement. Our pieces are designed to support real life: the calm, the chaos, and the moments in between. Crafted with care, intention, and a touch of sunshine, each one is made to carry you through your day with ease and confidence.
We believe style should feel good, move with you, and reflect who you are. That’s why we create versatile, refined activewear and lifestyle pieces you’ll reach for again and again. locally made, designed to last, and rooted in the rhythm of Cape Town.
OUR PHILOSOPHY
At NOVAWOOLF, we believe movement isn’t just something you do, it’s how you live. In a world that rarely slows down, we’re here to champion a more intentional rhythm. One rooted in presence, joy, and connection, not despite the chaos, but right in the middle of it.
Whether you're deep in practice, navigating the city, or chasing sunshine on the weekend, we design with your rhythm in mind. Our pieces are made to support the way you move, and why you move, so you can feel grounded in your body and at ease in your style.
This is what it means to move with meaning.
OUR VALUES
We care about how things feel- how they ground you, uplift you, and connect you to what matters most.
At NOVAWOOLF, our values live in the details. They shape the way we design, create, and show up in the world.
We value expressive design that reflects individuality. We're inspired by the rhythm and vibrancy of our Cape Town roots. We're guided by a sense of refined luxury that’s felt more than seen. And we thrive on the power of meaningful connection.
This is the rhythm we move to, and the reason we create.
OUR FOUNDER
For Ilse, NOVAWOOLF began as a creative exploration, into movement, design, and the quiet rituals that bring meaning to daily life. It grew from a desire to create beautiful, useful pieces that support how we live and move.
With a background in creativity and strategy, and as a research psychologist and qualified yoga teacher, Ilse brings both insight and intention to every design decision. Her approach blends deep research, artful expression, and a grounded understanding of what it means to move through life with meaning.
What began as a personal project has become a brand rooted in the belief that how we move through the world matters, and that every product should support how you move, and how you want to feel: connected, confident, and completely yourself.
OUR PROMISE TO YOU
We’re here to bring a sense of ease, beauty, and connection to your everyday. To offer pieces that feel like an exhale- thoughtful, expressive, and made to move with you.
Our promise is simple: to leave you feeling a little more yourself, inspired to move, to express, to savour the details. To find joy in the moments that matter: the stretch, the stillness, the sunshine in between.
THANK YOU
Thank you for being here, for slowing down long enough to connect.
We hope NOVAWOOLF brings a little more intention, expression, and lightness to the way you move through life.
With gratitude,
The NOVAWOOLF Team