Flock: The knitwear brand that is as much about a lifestyle as it is looking your best this winter
If you’re feeling dismayed that the summer is all but behind us, you’re certainly not alone. Faced with the months of cold days and dark nights ahead, it’s not surprising that many of us begin to feel a sense of dread as we move into September. But one thing that is always sure to brighten up our days is the prospect of a whole new winter wardrobe overhaul, with cosy knits – as always – taking centre stage.
There’s something really rather appealing about wrapping up warm – whether it’s for braving a day outdoors, or simply for snuggling up at home. The softer and more luxurious, the better. The right pieces will act as wardrobe staples for the entire season to come, and indulgent accessories such as an extra cosy pair of socks or gloves can serve as a real comfort on those days when you’re in need of a little pick-me-up. It’s the little things that count.
Whilst knitwear shopping is an annual event that goes without saying, the sheer number of options available in the shops these days mean that it’s often difficult to know where to start. Quality over quantity should always be the approach to shopping for the season’s key pieces – but even then, it’s worth holding out for something that stands out from the crowd for all the right reasons.
One brand that is sure to feature heavily in our wardrobes this winter, thanks to its thoughtful approach to creating truly beautiful garments, is sumptuous knitwear label, Flock. A brand with a clear philosophy, Flock is all about taking care of the natural and social environment. All of its pieces are thoughtfully produced from 100% merino wool, in factories based in the UK and Italy and where labour rights are strong and enforced. And Flock truly does believe in quality over quantity – making a smaller number of garments whilst giving real focus to the details of design and production.
So environmentally conscious is the brand, that it has been awarded the coveted Butterfly Mark, powered by Positive Luxury, in recognition for being a responsible brand that both minimises its environmental footprint and maximises social good – and it turns out that customer wellbeing is of equal importance to the brand.
Flock, it seems, is not just about fashion – it’s a lifestyle, too. Annie Colley, co-owner at Flock, says, “We love natural fibres, and are strong believers in their contribution to our general wellbeing and comfort. We also believe that natural fibres lend a superior quality and longevity to clothing that isn’t found in synthetic alternatives.
“Our knitwear is designed with a sense of wellbeing and ‘slowing down’ in mind; those precious moments of serenity when you are content to just ‘be’”, she continues. “Our clothes are for quality downtime; a daily reward for the hustle and bustle of life.”
It goes without saying that wardrobe staples should be timeless and long-lasting, and it’s another score on which Flock doesn’t disappoint.
“Our knitwear is designed for years of enjoyment”, explains Annie. “We hope that those who purchase our garments will wear their pieces over and over again. Each sweater and cardigan comes with ‘The Flock Promise’ – essentially, a complimentary repair service – which helps make sure that your piece is a treasured part of your wardrobe for years to come.”
For those of us who have mourned a worn-out elbow or a finger-sized hole in a sleeve, it’s music to our ears.
For a small knitwear brand, it’s all pretty impressive stuff – but where did the inspiration come from to bring the concept of Flock to fruition?
It came, as it happens, when Annie was on maternity leave from her corporate job, and found herself beginning to focus more on her own wellbeing as she awaited the birth of her daughter.
“I spent many hours searching for the perfect merino sweater, but found nothing with the style and elegance that I wanted. It inspired me to create my own range”, she explains. “I wanted to capture a sense of elegance & luxury, but with the honesty and simplicity of natural fibres.”
After her maternity leave ended, Annie returned to her corporate role, but quickly found her passion lay with developing Flock and balancing that with motherhood. She left the corporate world, and now runs Flock alongside caring for her daughter.
“Flock is about living life on your own terms, whilst having a clear philosophy guiding the choices you make”, she concludes.
All of a sudden, winter doesn’t sound all that bad.