Afternoon exists to make getting dressed the easiest thing you do all day. We create effortless, planet-kind knitwear that instantly elevates the jeans-and-tee you grabbed without thinking. Classic, luxurious, and quietly fun, our pieces are designed to be thrown on in the morning and loved for years.

Hi, I'm Lucy, I design knitwear from my little studio here in the Cotswolds. 

This brand has been quietly growing for a few years. It started in 2023 when my daughter was just a few weeks old and I bought my first knitting machine. I began making samples, sketching designs, and learning how to make them with ancient, filmed-on-a-potato youtube tutorials. 

Once I'd finally mastered knitting on the machine and started making hats, cardigans, and jumpers, I turned to Etsy, selling custom pieces under the name Afternoon. The name came about as my children were in nursery until 1pm everyday while I worked part-time in marketing for fashion brands, then I’d shut my laptop, walk down to the nursery and spend the afternoons playing with them. Tt was my favourite time of the day. 

I was so grateful for the customers who kept coming back and leaving such kind reviews and messages. I didn't want to stop, it was so much more fun than my day job, but I couldn’t get ahead of my stock, and I couldn't keep up with made-to-order either, so in early 2025 I found a London-based studio to help produce my designs on a slightly larger scale, while being careful to keep quality and craftsmanship.

Now, I work on Afternoon as much as I can, while also raising two children and freelancing on the side. I don’t have a team; every design is carefully made by me, I make the tech packs, source the yarn, do all the marketing, no shortcuts, and the pace is slow. 

This collection for Autumn and Winter has taken almost a year to create, I'm so proud of it and i'm already working on Autumn 2026.

After working in fast fashion I was very sure I wanted to source only 100% natural yarns like lambswool, cashmere-lambswool blends, mohair and alpaca wool. I didn't like the idea of adding to plastic landfill pollution with synthetic fibres, so I only use beautifully natural, long-lasting materials. Sustainability is always on my mind, right down to the little details, like buttons made from biodegradable tree nuts. I know that if I'm going to be adding clothing into the world, I want to do it responsibly.

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

Lucy