"We do this sort of thing quite a lot, but we don't make a song and dance about it," Culevski said.
When the Emergency Operations Centre for the Tasman fire let PGG Wrightson in Richmond know of the needs of the firefighters, Amy Domper from the Kiwi Sock Company stepped up to work out how many pairs of merino socks would be needed.
"I worked with Terence Ahern here in the factory to estimate how many fire trucks were on the fire ground, giving us an idea of the number of firefighters," she said. Domper is a volunteer with the Norsewood Fire Brigade and Ahern is the brigade's fire chief.
"New Zealand Couriers jumped on board and helped us with some of the freight costs," Domper said.
Lisa Ahern said the socks, Southern Merino and factory special, are all high-quality and warm.
"It's important they weren't going to slip down in the firefighters' boots," she said. And Ahern should know what socks make for a happy firefighter - her husband has been with the Norsewood Brigade for 33 years.
"We provided enough socks for everyone on the fire ground and the crews loved them," Culevski said.
"The feedback has been quite humbling. Our local firefighters couldn't be there, but they were able to support those who were."
