Member Article

Wool and the Gang: The power of knitting

In February 2015, knitwear company Wool and the Gang made a distinctive name for itself by collaborating on an exclusive range of accessories for one of Britain’s big names in fashion at London’s esteemed Fashion Week.

Chosen for its quirky designs and unique business background, this catwalk appearance was another accomplishment in an already impressive success story, one which has helped bring the traditional pastime of knitting very much into today’s contemporary culture.

Unravelling the yarn of an idea

Wool and the Gang began life as a very simple concept – to teach a new generation about knitting. Brand founders and creative directors Jade Harwood and Aurelie Popper launched the business to create modern and on-trend designs using traditional knitting techniques.

Initially tapping into a growing trend of DIY fashion by selling ready to make ‘knit kits’, acclaim spread quickly through word-of-mouth as customers proudly shared their finished pieces with friends, family and fellow fans of the brand.

As Lisa Rodwell, Wool and the Gang CEO recalls, “The knit kits were a huge success and really helped build a core following – a network of knitters, if you will. The craft became ‘cool’ almost overnight, with orders quickly rolling in.”

Before long, Wool and the Gang introduced a ‘Ready to Wear’ collection. New designs produced for each fashion season soon transformed the business into a fully-fledged fashion brand.

Bringing knitting into the 21st Century

As with many new businesses in the digital age, Wool and the Gang makes effective use of the internet to aid the company’s growth and ongoing success. From early ‘how to’ knitting videos on YouTube to a 40,000 strong Instagram following, the combination of knitting and the internet has become a very powerful one.

“We’ve had major fashion houses and prominent industry magazines come to us for commissions rather than the other way round, which I am sure has been as a result of the online chatter surrounding our unique offering,” says Lisa.

“Customers who love the brand have also approached us to become members of the gang themselves – I like to think we’ve played a small part in creating a whole new generation of knitters,” she adds.

Taking the gang global

As demand for the clothing continues to grow internationally, knitters from across the world are being enlisted to produce the ‘Ready to Wear’ collections. “This is precisely why we decided to reach out to FedEx and see what they could do to help us,” explains Lisa. “Put simply, we needed a provider that would get our collections from A to B with speed and ease.”

Challenges such as customs, duty and taxes is where FedEx is able to take on an advisory role, sharing knowledge and offering guidance based upon worldwide expertise in streamlining operations for businesses of all sizes. For Wool and the Gang, keeping delivery charges to a minimum is paramount for good and consistent customer experience. By working closely with FedEx to make sure parcels come complete with the correct shipping documentation, Wool and the Gang knows ahead of time exactly what customs clearance fees are likely to be, leaving no unwanted surprises for both the business and its customers.

FedEx also helps Wool and the Gang ensure shipments are labelled correctly in line with the Harmonised Coding System which classifies traded products with names and numbers. The support of FedEx is invaluable in overcoming what might otherwise be a tricky and time-consuming process.

“Speed to market is essential in our industry, so we need a provider that we can trust to do the job quickly and efficiently,” says Lisa.

“We recently had a last minute opportunity to send some of our designs to a well-known craft fair in Canada, getting the initial call on Monday for exhibition on the Friday. Before FedEx, there was absolutely no way we could have had the products made and delivered by the deadline.’’

“Now, with its excellent international next day delivery service, we are able to capitalise on every opportunity, which makes us very excited for the future of our international trade and network.”

This was posted in Bdaily's Members' News section by FedEx Express .