The innovative fashion enterprise, Wool & The Gang is making knitting cool among the Instagram generation.
Wool & The Gang was founded by Aurelie Popper, Jade Harwood and Elisabeth Sabrier in 2008 as a British ecommerce site. The trio is now using digital platforms to revive the traditional craft of knitting among new generation. Wool and the Gang taps into a group of knitters around the world who design, hand knit and sell the retailer’s collection online. All pieces also are available to purchase as “Knit Kits,” so consumers can create their own pieces.
WATG created 37,000 pieces last year for themselves or for customers of their site. The brand’s site is filled with the shots of young women modeling their own handiwork. Consumers are encouraged to share images of their purchases using the hash tag #shareyourknits, which they can use on any social channel. What it calls its “global knitwork of gangstas” includes celebrities Jemima Kirke and model/actress Cara Delevingne.
WATG also celebrated the natural fibre by hosting knitting parties in the UK, America and Australia. It has collaborated with designers like Giles Deacon, Christopher Raeburn and Aurelie Biderman for their runway shows promoting wool and knitting.
