Every stitch pulled through the last one, by hand

We wanted to start something that was equal parts craft and design. So here we are.

That is genuinely the whole origin story. No business plan, no gap in the market - just the pull of making something with your hands and the stubbornness to make it look considered rather than homemade.

What we found is that crochet cannot be machine made. Unlike knitting or weaving, every single stitch has to be pulled through the previous one by a person, which is why a dress can take two weeks and why no two pieces are identical.

So rather than hold stock and hope it sells, we ask what you want and in which colours, confirm we can get the yarn, and then someone sits down and makes it. It is slower. It is also the only version of this that is honest.