72 production moved overseas for cheaper prices and cheaper products. Yet their passion and love for knitting was still strong; it was a part of them. At the time, if you googled British knitwear manufacturer, you wouldn’t find any leads – other than the well-known global brands that still owned their knitting facility. So, when I was in the pub with an exknitter, I started asking others if they knew of anyone who still had a knitting factory. Six months later, I found four knitters who gave me a chance, and I was able to launch my brand. I love being in the factories with the artisans, developing new designs and threading up machines for production. I’ve grown the most wonderful relationship with my sock manufacturer; over the last nine years, he’s been teaching me how to run the knitting machines as well as the thorough checks of setting up a new sock to ensure the highest quality fit, it can take a couple of hours to make the fine tweaks to provide the best fitting sock on across the foot, ankle and calf. What challenges have you overcome since the company’s launch? As a small business, there are many ups and downs; the big ones we have all experienced are Brexit, Covid, and the Cost of Living. But the ones that really impact me both professionally and personally are when a British manufacturer goes out of business or decides enough is enough and retires. It’s heart-breaking. I learn a lot during these times, and often, they fuel me to make more changes, grow in a different way, and consider how else I can make a positive impact in the industry and create a beautiful product for my customers. Tell us about your product offering. Genevieve Sweeney creates unexpected knitwear that is forever practical, beautiful, and responsibly made – elevating the everyday with enduring knitwear that becomes a part of the wearer’s story. We design womenswear, menswear, winter accessories and the most beautiful socks, including the muchloved GS Sock Subscription. We solely manufacture in the UK with Scottish and Yorkshire lambswool and Italian fancy yarns such as viscose. What are your most popular products? There are a few! The oversized blanket lambswool scarves – it’s the ultimate winter accessory. Incredibly versatile with a double-sided jacquard, they’re utterly cosy and very stylish, whether cosying up on the sofa at home like a blanket, bundling under on a winter walk or effortlessly belted as a piece of outerwear. The Maud and Mauden lambswool cashmere sweaters have the most beautiful scattering of tweeds in unique colour combinations. The GS Walking Merino wool socks are total comfort, practical and really keep your feet warm and dry as they are made with natural, breathable merino wool and have a double density sole that cushions the sole of your foot. Our customers have worn them across the world during their hiking adventures as well as loved by gardeners. I’ve tested them hiking in the Lake District and a very snowy Black Mountain in the Brecon Beacons, and every time my feet are comfortable, dry, warm when it’s cold and cool when it’s warm; I even end up lounging in them at the end of the day after a long walk. The Samar merino wool socks are a staple and much loved by my customers because of the fit and unexpected colour combinations. I create my own yarn by custom spinning colours together to create a unique marl yarn. They’re so comfortable, practical yet stylish, and wash like a dream. Have any styles taken you by surprise with their popularity? The Sotto organic cotton socks have been so popular the last six months that I can’t seem to keep them in stock for long, starting with the red sock trend! I love that customers are adding a pop of colour to their wardrobe through their socks, a
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