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, which seems crazy now, I knew what I wanted! At the time I was hand-knitting accessories for friends and family like hats, phone holders, mittens, scarves, giving them away for free. I also taught all my friends to knit with horrible twisted stitches, sorry everyone.

A few years later, while studying fashion marketing at university, I was still knitting and 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.

After I graduated I started working for fashion brands in London, I opened my first Etsy store selling embroidered t-shirts, which again I under-valued and struggled to keep up with the demand.

As for this brand, it's been quietly growing for a few years. It really 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 youtube tutorials. 

Once I'd mastered knitting on the machine and started making hats, cardigans, and jumpers, I once again 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, then I’d spend the afternoons playing with them and it was my favourite time of the day. This time I sold my knits for the price they were actually worth, as they took a lot of time and so much attention to detail, but to my genuine surprise, they still sold faster than I could make them. Thats when I realised this could be a real job!

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 keep up with made-to-order stress 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 toddlers 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, and the pace is slowww. 

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.

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. Trust me, I've worked for the biggest fast fashion brands in the past and 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