Wool and the Gang
Wool and the Gang is fashion made in the home, not mass produced in a factory
Wool and the Gang empowers individuals to produce fashion in their homes, eliminating the factory. Our community knits and crochets our beautiful range of products, suitable for all the family – from fantastic beanie hats to kid’s blankets to chic knitted clutch bags – in their homes for themselves to wear or to be sold on the Wool and the Gang website. That means every design in our collection can be purchased in two different ways:
- Ready to Wear: Made by the Gang – handcrafted by our community of fashion makers in their homes
- Knit/Crochet Kits: Made by You – all-in-one, easy-to-make kit with everything you need to make your own clothes at home including yarn, needles, pattern and finishings, accompanied by online videos and tutorials
Wool and the Gang has an innovative production model and an inventory (balls of wool) that can be used across a range of products. We are able to design and make fashion in as little as 2-4 weeks, thereby never missing a trend or opportunity. This compares to a traditional model that takes 6-12 months. And not only that, but it is made in the home not a factory. It makes Wool and the Gang super-agile, and able to respond to an incredibly fast-moving industry in a scalable way.
The worldwide online fashion market is worth more than £90 billion. With an aim to build a massive worldwide fashion brand which extends beyond knitwear to other made-in-the home fashion categories, Wool and the Gang’s opportunity increases with every new category and material introduced eg crochet, jewellery-making, sewing… In each case we plan to make the new category accessible through our design philosophy, easy-to-follow kits and sustainable sourcing approach. With a committed customer base, our brand can expand beyond knitwear – as we have shown with the recent introduction in May of crochet, which already represents 13% of kit sales since launch.
In addition to some really great metrics, we have strong advocates in the likes of Cara Delevingne (model and actress) who said “@woolandthegang, knitting is the BOMB!”, and Alex James (Blur’s bassist) who recently wrote about Wool and the Gang in his weekly Telegraph column, saying, “It’s a great business. They have combined an ancient craft with up-to-date distribution… Knitting is the new jam.”
WHY MAKE FASHION IN THE HOME?
When we graduated from Central St Martins Design School, we were shocked by the amount of fast, disposable fashion around us and the waste that this produced. We created Wool and the Gang so people could feel good about their clothes again, and treasure them – thanks to our timeless designs, sustainable materials, and knowing how and where they were made.
We are making fashion differently and along the way we are aiming to make the world a better place, producing less waste, using less working capital and bringing happiness to people who get a sense of accomplishment and creativity from the joy of making.
WHY ARE PEOPLE BUYING WOOL AND THE GANG?
A new generation of digitally connected Millennials are craving real-world, creative experiences. They love the idea of truly being part of a fashion brand by producing something with their hands. Unleashing creativity and being part of making the world a better place is a motivating concept that resonates with younger customers.
Our cool, sexy and stylish designs are easy to make and keep customers coming back – making is addictive. They love being part of The Gang whether they make something themselves or know that it was made in the home by humans not robots. We want to lead a fashion revolution.