Every garment is designed to be cherished, repaired and handed down – luxury that lasts generations.

100% made in the UK • since 2014 • VISIT BRAND →

Hook

Did you know Britain was losing its last traditional knitwear mills until designers like Genevieve Sweeney stepped in and saved them? As part of inspiring European consumers to buy local for a sustainable Europe…

Brand Intro

Genevieve Sweeney launched her eponymous label in 2014 after years in global fashion houses. Every piece is designed in London and knitted exclusively in specialist family-run factories across Scotland (Scottish Borders, Hawick), England (Leicester, Derbyshire, Oxfordshire), with yarns spun in Yorkshire and Scottish mills → genuine 100% British production.

Inspiring Story

Trained at the Royal College of Art, Genevieve left big-name labels to rescue disappearing British knitwear crafts. She tracks down vintage hand-flat knitting machines, convinces mills to stay open, and works directly with intergenerational artisans. The result? Contemporary classics that keep centuries-old skills (and jobs) alive while proving slow luxury can be profitable and utterly desirable.