Herd
Knitwear brand and Yarn Supplier
HERD is our mindset. Our philosophy goes beyond sustainability to have a positive impact on the environment and those we work with. Rooted in profound respect for the land and soil, we have a place-based materials-first approach. It’s where elegant age-old tradition meets uncompromising planetary values, how we make modern heirlooms with heritage sensibilities.
Ruth Alice Rands, is an activist entrepreneur, knitter and lover of clothes, Ruth began exploring the heartlands of wool on her return from a spell living in the USA. Inspired by the success of brand provenance stories and an uncompromising approach to natural fibres in California, she set about finding the same stories in her home country, with very little success as so much, from sheep rearing to manufacturing, had been offshored and the British wool industry - once the engine of an empire - was on its’ knees. We asked Ruth a few questions regarding her approach.
What is so amazing about working with British wool? The rich variety of breeds is so interesting and there are so many opportunities to create beautiful fibres and fabrics using them for their different qualities in different ways. I have loved working so close to home, using materials from the landscape I live among, and working with those who share a common vision for a restored British wool industry.
If any/ what have been your challenges with working with British wool and a local way of working? Minimum orders requiring large volumes, and cost compared to overseas suppliers, have been challenging for HERD when we started and as we grow. But these challenges are far outweighed by the benefits of being close to production, and building lasting relationships.
What gauge of Knitwear do you sell? i.e fine gauge 10-12gg or more chunky knits such as 7-5gg ? 8gg to 3gg
Do you finish onsite? If not, is it convenient or what would be your ideal situation? Yes our knitters also finish our knitwear in the same location.
Do you find that customers are becoming more interested in British wool? It’s hard to know what is the most appealing part of our story, but certainly customers are increasingly interested in HERD’s natural, local and farmer-focused philosophy.
Do you find that customers are becoming more interested in British wool? It’s hard to know what is the most appealing part of our story, but certainly customers are increasingly interested in HERD’s natural, local and farmer-focussed philosophy.
Do you have any hero farmers or people in your supply chain you would like to highlight? I’ve started working recently with Woolkeepers, whose values around supporting farmers and transitioning to holistic methods of farming match our own. They are committed to finding uses for the entire British wool clip – from insulation to cushion inners.