Genevieve has become one of the UK's leading knitwear designers, combining quality, colour, design and British manufacture to make products for both men and women. As you will read below, her early experiences of the wastefulness of the fashion industry have influenced the sustainable approach she takes to her business.
Genevieve recently kindly sent me a combed shaggy Shetland jumper to try - true preppy/Ivy League in style and gorgeous in colour (image below).
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| Wearing a Genevieve Sweeney brushed wool sweater in azure blue |
I asked Genevieve a few questions:
GF: Please introduce yourself and your brand - what is your background, how long has Genevieve Sweeney been going?
GS: Hi there, my name is Genevieve, I am the founder of my brand, Genevieve Sweeney, established in 2015. I have always been a lover of knitting, as a young child, I found it a very therapeutic and meditative hobby through difficult circumstances and continued to knit throughout my childhood taking vintage patterns and swapping the stitches with my own designs.
GF: Please introduce yourself and your brand - what is your background, how long has Genevieve Sweeney been going?
GS: Hi there, my name is Genevieve, I am the founder of my brand, Genevieve Sweeney, established in 2015. I have always been a lover of knitting, as a young child, I found it a very therapeutic and meditative hobby through difficult circumstances and continued to knit throughout my childhood taking vintage patterns and swapping the stitches with my own designs.
Once I learnt there was a BA Degree in Fashion Knitwear at Nottingham Trent University, my passion was no longer a secret and my career path was set. After a 4 year degree, specialising in men's knitwear, I graduated with First Class Honours and went on to work in the knitwear industry for both luxury and high street in New York, Switzerland and London.
During my time working for global brands, I was shocked by the wastage that was standard in the fashion industry. Multiple prototypes being made for small changes, designs and whole collections developed then dropped at the last minute, express delivery of the smallest fabric or colour swatch on a next day service to the other side of the world, masses of stock being bought that would end up in outlets and sitting in warehouses for years to come. This always made me question the industry and wonder how could you repurpose old stock to make it "new".
"I came to a realisation that the UK knitwear industry was disappearing and incredibly talented knitters were left jobless with their skills being lost and not passed down through the generations"
Throughout my career I have always been fascinated by the artisan, the yarn spinner, the knitter, I was incredibly lucky to see these production methods across the globe and spend time in factories understanding and learning each process. When I moved back to London in 2014, I started to buy and restore old knitting machines for my own studio with plans to knit at the weekends. I would take my husband on "holidays" across the UK meeting yarn spinners, small factories and artisan knitters - this is when I came to a realisation that the UK knitwear industry was disappearing and incredibly talented knitters were left jobless with their skills being lost and not passed down through the generations.
It was heartbreaking to hear these stories and set the beginning of Genevieve Sweeney.
GF: What products do you sell?
GS: Luxury British Knitwear. I create seasonless knitwear that becomes a key part of a capsule wardrobe for both menswear and womenswear. My collection includes sweaters, cardigans, winter accessories and socks for all occasions including a GS Sock Subscription.
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| Genevieve Sweeney designer knitwear |
GF: What are the themes and principles that underlie the brand, its products and their design?
GS: Genevieve Sweeney is all about blending old and new – traditional wools in striking, unexpected hues and contemporary geometric patterns. Designing truly forever pieces, effortlessly versatile with classic silhouettes and a unisex edge that we find ourselves reaching for time and again.
They are desirable, beautifully made pieces to be worn and enjoyed all year round. This effortless simplicity allows the exceptional quality of the yarn and unique colour combinations to take centre stage and champion the beauty of natural fibres and allow the wearers' personality to shine.
They are desirable, beautifully made pieces to be worn and enjoyed all year round. This effortless simplicity allows the exceptional quality of the yarn and unique colour combinations to take centre stage and champion the beauty of natural fibres and allow the wearers' personality to shine.
Every detail is considered, from the yarn spun in Scotland, British buttons turned in Oxfordshire and the combination of traditional and innovative knitting techniques.
"British manufacturing is the reason I started Genevieve Sweeney"
GF: British manufacture is obviously important to you. Why is this?
GS: With a desire to champion and celebrate the artisan, our heritage and our skill; British manufacturing is the reason I started GS.
When I first started researching manufacturing in the UK, it was incredibly hard to find manufacturers. Make it British hadn't launched and many factories could not be found on a Google search - I met the factories through word of mouth or through industry connections such as The Worshipful Company of Framework Knitters. The UK knitting industry has changed so much over the last 10 years and now it is growing rapidly which is incredibly exciting. However, we do have the issue that we are missing skilled artisans in many areas such as linking.
I believe it is so important to reinvest in the skills needed, creating a career and industry that young people will want to work in and build a culture and reputation of high-quality products that other countries and international markets will aspire to purchase.
There are many points that are hugely beneficial when manufacturing in the UK such as being able to regularly visit the factories and audit working conditions, paying a fair living wage to manufacturers and artisans, decreasing lead times and creating a lean manufacturing process that reduces waste of time and materials. The opportunity of being able to source fleece, spin the yarn and knit the product within 100 miles is very exciting - each process supports many small businesses and their communities.
GF: Please tell us more about the design and manufacturing process and the materials you use. Do you design the products personally? Where do you find inspiration for the designs? Do you use several knitwear manufacturers?
There are many points that are hugely beneficial when manufacturing in the UK such as being able to regularly visit the factories and audit working conditions, paying a fair living wage to manufacturers and artisans, decreasing lead times and creating a lean manufacturing process that reduces waste of time and materials. The opportunity of being able to source fleece, spin the yarn and knit the product within 100 miles is very exciting - each process supports many small businesses and their communities.
GF: Please tell us more about the design and manufacturing process and the materials you use. Do you design the products personally? Where do you find inspiration for the designs? Do you use several knitwear manufacturers?
"My inspiration often comes from 1930s textiles and fashion, abstract art and the colour combinations I see on my daily walks"
GS: I design all my collections and work closely with the factories to develop the product and very involved with the technical fittings and grading of the garments. I am based in Hertfordshire and work with 7 factories across the UK, from the Scottish Borders, Derbyshire, London, Oxford and South West.
My inspiration often comes from 1930s textiles and fashion, abstract art and the colour combinations I see on my daily walks. Often these colours are too hard to capture on my phone whilst walking, but they seem to imprint my mind until the time comes and I am twisting lambswool colours together to create unique marl.
I focus on the details, that shows the beauty of the yarn in complex melanges, unexpected colour combinations in marls and down to the smallest button that I custom dye to complement the knitwear.
Each yarn I design with is certified whether RWS or regenerative wool, organic cottons GOTS even the sparkly yarn for my socks has FSC certification from responsibly sourced wood. The British made buttons use only natural and biodegradable materials. Leftover yarn from production is turned into socks or slippers using a traditional intarsia technique so nothing is wasted.
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| Genevieve Sweeney knitwear |
GF: How do you see the brand and its products developing over the next few months and years?
GS: My 2022 plans are to grow my menswear collection and to expand internationally to the USA and Australia.
I have been designing with more regenerative yarns and I am currently developing a couple of new products within the accessory collection using British and recycled wool which I hope to be ready for AW22.
GF: Where do you see Genevieve Sweeney in ten years?
GS: Within ten years I hope to have micro knitting set up in my studio and be able to train the next generation in manufacturing, finishing and milling.
GS: Within ten years I hope to have micro knitting set up in my studio and be able to train the next generation in manufacturing, finishing and milling.
To make a difference in the knitwear industry, to help cheerlead and champion sustainable and regenerative knitwear that will be worn and cherished for years to come.
There is so much I want to do within yarn development, growing the collection whilst supporting and working alongside UK manufacturers and collaborating with like-minded brands in different fields.
GF: Many thanks, Genevieve, we will follow the future of your brand with great interest.
See Genevieve Sweeney for more information and to buy
Read more in my Sustainable Style series
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| Genevieve Sweeney |
