The Art of Knit
The Hoodie
Got Too
Comfortable
Words by Yasmin Tills
Some things don't need reinvention.
But they do deserve attention.
The hoodie was overdue.
Loved, lived in, overdone.
We didn't want to reinvent it.
We wanted to restore its intention.
We Brought It Back to Form
By Starting with Feel
100% long-staple Merino. Spun from our signature ultrafine 19.5 micron fibres. Soft enough to seduce. Strong enough to self-correct.
Natural, yes — but nothing about it is loose. We moved away from raglan sleeves. Switched to inset with intention. Cleaner lines. A more tailored frame. A fit that holds shape. A zip that runs clean. Rib trims that keep tempo.
The fit? Regular. Intentional. Clean through the body. Zero slouch. It layers without bulk. Moves without noise. The goal was simple: make it feel incomparable from the first wear. Then make that feeling last.
Then We Built Structure into Softness
It Wears Like It's Paying Attention
Hood
Falls where it should — not where it wants.
Shoulders
Stay sharp. Inset sleeves, not raglan.
Zip
Runs clean. No bulk, no snag.
Rib Trims
Keep tempo. Hold shape through the day.
The Result
A hoodie that doesn't collapse on contact.
That layers cleanly.
Moves softly.
Stays sure of itself.
Even after a long day of you.
And once you've worn it? You'll stop reaching for the others.
Call it a hoodie.
Call it our most lived-in design.
But feel it carefully.
Structure in Softness
There's tailoring
in this softness.
And time behind every stitch.
