To celebrate our Father’s Day collaboration, we caught-up with knitwear designer Genevieve Sweeney to talk about the journey behind her eponymous brand. From a deep-rooted commitment to British craftsmanship to the quiet luxury of a well-made pair of socks, Genevieve shares the values that shape her work – and why considered details matter more than ever.
How did you first discover your love of knitting?
I learned to knit when I was five. I’d just lost my mum, and knitting became a way to keep myself occupied – though I realise now it was a kind of therapy too. I knitted every day after that. When I was 16, I found out you could study knitwear design at university, and that was a turning point. I went on to do a four-year degree at Nottingham Trent, which included a year in industry, and that really helped shape my understanding of the business and where I wanted to go with it.
And where did that lead you?
After graduating, I worked in menswear for global brands like Hugo Boss in Switzerland and Burberry in London. But I always had a personal passion for knitwear and started collecting old machines from Gumtree and eBay. That led me to the Scottish Borders, meeting the people who’d worked in the industry before knitwear production was moved offshore. I quickly realised there was this incredible network of skill and community that had all but disappeared. I wanted to help bring it back.
So that’s what inspired you to start your brand?
Yes. I founded the business in 2015 to give skilled makers meaningful work again and to shine a light on British manufacturing. We now work with about seven factories across the UK, as well as cottage industry knitters. We also have in-house production and, this year, we’re starting an apprenticeship programme – passing on those traditional skills is so important.
Are the next generation keen to get involved?
It’s still a challenge. In the beginning, most of my makers were in their 50s to 80s – I even had an 80-year-old knitting for me. But, gradually, this generation has started to retire, and there’s a gap where knowledge wasn’t passed on. But there are younger people getting involved now – some are taking over family businesses – and the more we can do to make the industry viable and exciting again, the more that will grow.
Do you feel part of a wider movement to revive traditional crafts in the UK?
Definitely. I share my space with all sorts of makers – a globe-maker, a 17th-century watchmaker, stained glass artists. We’re all working in different mediums but facing similar challenges: helping customers understand the value of time, skill and tradition in what we do.
Sustainability is clearly important to you. How do you approach sourcing materials?
We’re lucky to still have a couple of incredible yarn mills in the UK – one in Yorkshire, one in Scotland – that have been operating for over 150 years. They supply big international brands, but they also support smaller businesses like mine. I twist a lot of my own yarns in small batches, which gives me more creative control and keeps things local. I’ve even worked with micro mills where you can choose the fleece from an alpaca herd and then spin your own yarn – it’s incredible.
Your socks are a signature Genevieve Sweeney product. Why do you think they’ve struck such a chord?
I think it’s because they’re so well made. I work with an amazing sock manufacturer in Derbyshire. We’ve spent years perfecting the fit, the stretch, the way the sock holds around the foot and ankle. It takes hours to set up the machines just right, but the result is something really special. I also twist a lot of my own yarns – beautiful merino and alpaca blends in unique colours – so the design is as important as the quality. It’s a lovely way for people to enjoy a little slice of luxury every day.
We're delighted to offer two limited-edition Genevieve Sweeney gift packs, one featuring Gusbourne Blanc de Blancs 2019 and one featuring Gusbourne Blanc de Noirs 2020. Please note, just 25 of each are available.
You can discover more about Genevieve's exceptional knitwear here.
