Since 2014 up-and-coming British knitwear brand Country of Origin has sought to be “an antidote to fast fashion” by producing high quality lambswool sweaters and accessories using old-fashioned production methods. They use exceptionally high quality lambswool; all of their knitwear is fully fashioned. This is the traditional method of making knitwear and is dying out, in favour of cheaper quality goods.They do so from a small strip of land between two train tracks in South London.
Its dedication to timelessness and durability are apparent in its signature looks, which include sturdy colour-blocked crew necks with eye-catching but not overwhelming pops of bright red, blue or yellow. Attention to detail is what the brand is best known for. They make all their knitted goods in-house. Brands usually outsource that to factories, and in their experience, it’s impossible to maintain the quality levels they strive for. Compared to pure wool (which is made from sweeping up the remains of other batches), lambswool is a much higher grade of wool - softer handle and more durable.
Like everything at Muddy George, Country of Origin knitwear has a life beyond one particular season, and is intended to last the wearer for years, both physically and aesthetically. Their design decisions are informed by timeless style rather than the traditional heritage look. As co-founder and creative designer Ben Taylor puts it, “because we make everything ourselves, Country of Origin is about provenance. It's this intersection between the traditional methods of how to make knitwear and contemporary design.”