Afternoon exists to make getting dressed the easiest thing you do all day.

We create effortless knitwear from natural fibres, pieces you can throw on without thinking, that instantly elevate the simplest outfit. Designed to be worn on repeat, our knits are classic, high-quality, and made to last, offering a considered alternative to fast fashion without asking you to overthink it.

ABOUT ME:

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

The brand began in 2023, I was on maternity leave with my second child, and I bought my first knitting machine from Facebook Marketplace. I started teaching myself how to use it, mostly through tatty manuals from the 1980s and very old YouTube tutorials. What started as samples and experiments eventually turned into hats, cardigans, and jumpers, and I opened a small Etsy shop.

As demand grew, I found myself caught between not having enough stock and not being able to keep up with made-to-order. So in early 2025, I partnered with a London-based studio to begin producing my designs in small batches, allowing the brand to grow while maintaining the quality and craftsmanship that made people come back in the first place.

I opened my own website and named the brand Afternoon after my favourite part of the day, when I’d close my laptop, walk down to the local nursery, and pick up my children. It still captures exactly how I want the brand to feel: relaxed, enjoyable, and something to look forward to.

Today, Afternoon is still entirely run by myself. I design every piece, source the yarn, build the collections, and run the brand alongside time with my family and working freelance. The pace is intentionally considered, no shortcuts, no overproduction. 

After breifly working in fast fashion, I knew I wanted to do things differently. Every piece is made using natural fibres only, current pieces are all either lambswool and mohair, or baby alpaca, which were chosen for their softness, quality, longevity, and lower impact compared to synthetic alternatives. We exclusively use biodegradable buttons and small-batch production.

The goal isn’t to make sustainability a selling point, it’s the minimum standard you can expect. So you can simply choose the pieces you love, knowing they’re made to last and designed to be worn every day.

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

Lucy