If your jumper could talk, what would it say? Hopefully not a story involving oil rigs, plastic pellets, and a lifetime sentence in landfill.
Our knitwear’s story is slower, softer, and a lot more natural.
Let’s take a quick trip from fluffy beginnings to your wardrobe, the journey of our sustainable knitwear.
Step 1: Choosing the Fibre
Every great knit starts with the right yarn. We only work with natural fibres, think soft wools, buttery cashmere, and breathable blends that feel good and last longer.
Natural fibres aren’t just nicer to wear; they’re also biodegradable, which means when their time finally comes (a long time from now), they return to the earth instead of lingering in landfill.
Step 2: Designing for Keeps
Fast fashion is all about ‘what’s in right now.’ We’re more about what’s worth keeping.
Every Afternoon piece is designed to be timeless, styles you’ll reach for year after year, in colours and shapes that work as hard as you do.
Step 3: Crafted in London
Once our yarns are ready, they head to a specialist knitwear studio in London, where skilled makers bring our designs to life in small batches. This isn’t mass production, it’s careful, considered craftsmanship.
Working with an expert studio means we can ensure consistent quality, ethical production, and minimal waste with every single piece.
Step 4: The Final Touches
After knitting, each piece is washed, pressed, and checked for quality before making its way to you. Think of it as a little pre-wardrobe spa day.
Step 5: Your Turn
Once it’s in your hands, the journey continues, every wear, every memory, every season it gets pulled out again. Caring for your knit properly means it can stick around for years (and we’ve got a care guide coming your way soon).
Natural fibres. London craftsmanship. Timeless design.
From sheep to sweater, done slowly and done right.
Explore our sustainable knitwear or join our mailing list for behind-the-scenes updates.