Good Afternoon!

Hi, I’m Lucy!

I design knitwear from my little studio here in the Cotswolds.

Knitting has always been a hobby, but for years, I wasn’t quite sure how to turn it into a career. When I was a teenager I remember designing a knitwear brand logo for a school project, I was making accessories for friends and family like hats, phone holders, mittens, scarves, giving them away for free. A few years later, while studying fashion at university, I sold hand-knitted hats in a boutique which I priced embarrassingly low as I wasn’t sure anyone would want them (literally like £5-£10). They sold out immediately of course and I couldn’t keep up with demand, so i got overwhelmed and stopped.

I then opened an Etsy store selling embroidered t-shirts, which again I under-valued and struggled to keep up with demand, so i closed it down.

I’ve now been working in fashion e-commerce and digital marketing for over a decade, I am ready to do this properly.

This brand has been quietly growing for a few years. It really started in 2022 when I bought my first knitting machine and began making samples, sketching designs, and refining my vision. I once again turned to Etsy, selling handmade pieces, this time for the price they were worth and to my geniune surprise, they still sold out. I was so grateful for the customers who kept coming back and leaving such kind reviews and messages. But I couldn’t keep up with demand, so this time instead of getting spooked and quitting, I’ve found a UK-based studio to help produce my designs on a slightly larger scale—while keeping quality and craftsmanship. I just need the funding!

Now, I work on Afternoon as much as I can, while also raising two toddlers. I don’t have a team; every design is carefully considered, and the pace is slowww.

I source only 100% natural yarns like lambswool, cashmere-lambswool blends, mohair and alpaca wool. No synthetic fibres—just beautifully natural, long-lasting materials. Sustainability is always on my mind, from the yarns I choose to the little details, like buttons made from biodegradable tree nuts.

I hope you love these pieces as much as I’ve loved creating them.

Lucy