Wool and the Gang

Wool and the Gang is more than just a yarn label but a global fashion brand and maker movement that aims to make knitting cool and sustainable. Founders Jade Harwood and Aurelie Popper studied textiles design at Central Saint Martins in London and paired up with former model Lisa Sabrier in 2008 to build a modern and fashionable brand. What they did was make knitting accessible to a new generation by slowing it down and developing a knitting kit that broke down the hardest part of learning how to knit. They used super simple instructions, used chunky wool and large stitches, and offered online video tutorials. Using playful names for not only their business, but for their yarns, to engage their “gang” with the concept of community that connects knitters and shows that it’s the people that make things.