LFW Diary AW11: The North Circular

A brand that could perhaps run the risk of being overshadowed by its celebrity supporters is knitwear specialists, The North Circular, whose canny strap-line is ‘knitted by grannies, supported by supermodels’. Unravelling their AW11 collection via a video installation piece, Metamorphosis depicts - fellow former Marylebone School girl turned supermodel and co-founder of The North Circular - Lily Cole exploring themes of regeneration, surrealism and the opportunity for change.

Wrapping and cocooning the body in oversized shapes, Metamorphosis uses the finest in hand-knitted accessories to hold and wrap the wearer’s body in a beautiful blend of sustainable wool and luxury British ethically sourced end-of-line cashmere. Utilising a fresh and natural colour palette of forest green, pink sand and red flame, chunky Fisherman’s ribs and intricate cable detailing are used to great effect, firmly establishing The North Circular as the go-to brand for the finest in sustainable knitwear.

Now in their fourth season, The North Circular started their label by making a pledge that all of their wool accessories will be hand-produced in the UK, from sheep to spinner and dyer to knitter, with the underlying aim to create a low mileage product. Continually supporting the Sheep Sanctuary, The North Circular work tirelessly endorsing plight of the endangered Wensleydale breed; campaigning for higher standards in animal welfare. With transparency being crucial to the success of a brand in the modern world, each North Circular garment comes with a kimble informing the customer of how many sheep have been rescued so far, with the current tally boasting 614.