by Lindsay Patersen
- Ex-model Lily Cole has harnessed the power of knitting grannies to produce high-fashion knitwear — from the fleece of rare sheep saved from the slaughterhouse (ThisIsLondon.co.uk, 12 October 2010).
- Her company, the North Circular, taps the talent of real grans to produce rather pricey sweaters (£350), hats (£60) and scarves (£200). Buyers are encouraged to write to their knitter direct if they want to share their love of their woolly with the creator.
- And with an award from the RSPCA for its animal-friendly production, the sheep are as well respected as the grans whose skills are being put to good use.
WHAT THIS MEANS TO BUSINESS
- Much fashion’s become distant and disposable, but even the most fashion-conscious young adults buy into creating a connection with their clothes, or understanding where it came from.
- Real people using real skills gives even the most basic beanie a feeling of luxury and value.