Our Principles

We use the following principles to guide the way we do business.

Changing lives
We change people’s lives. Everything we do is life changing for the people who make the garments and the people who wear the garments.

Hand knitted 100%
We make 100% hand-knitted garments because they feel different.

Everyone is respected
We treat everyone respectfully: knitters, teams, brands, customers, consumers, transport, suppliers.

We do not cut corners
We don’t cut corners on quality (of garments or life).

People are fantastic
We work with seriously fantastic people.

Passion for hand knitting
We love what we do. We have a passion for hand knitting. We want to share hand knitting with the world, because it means love and care. Hand knitting is connecting people.

Production is transparent
Our production is transparent.



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