“Fashion is about individuality; we express ourselves through the clothes we wear, and yet our choices are often made for us.”
Knyttan is a fashion brand based in London. Launched in September 2014, the start-up aims to fill the gap between design and fashion industry. The brand “hacks” industrial knitting machines to create unique garments, using high quality fabrics like merino wool.
The approach of letting people participate in the creation process is being one step ahead from the rest of the market. As well as being completely transparent regarding materials and fabrication. At the same time by exposing the process they change the perception of the consumer, they rise awareness and reduce concerns about outsourcing production.