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GS Core Values

January 14, 2024

Every stitch tells a story.

We are devoted to the art of slow fashion with a seamless blend of tradition, innovation and sustainability at the heart. The Genevieve Sweeney brand ethos is to create unexpected knitwear that is forever practical, beautiful and responsibly made, and becomes a part of the wearer’s story. 

The Genevieve Sweeney brand aims to be an authority in knitwear, known for our high quality and creative designs. We focus on supporting and championing heritage crafts and innovation of knitwear in the British Isles – including plans to set up an in-house creative studio where we will prototype and manufacture small runs of limited-edition designs using end-of-line yarns.

When deciding whether to make a purchase, we think it’s important to get to grips with a brand’s core values, to see if they align with your own. Here are our brand values for you to consider.


A commitment to the heritage and innovation of British knitwear

Genevieve is committed to the heritage and innovation of British knitwear, helping to revitalise the knitting industry which was in danger of disappearing from these shores.

When Genevieve moved to London following several years of working for global brands, she began buying and restoring old knitting machines called Dubieds that she travelled up to Scotland to collect. Spending time sitting in pubs chatting to the owners of these machines, she became engrossed in their stories of working in the golden age of British knitwear and became heartbroken at the knowledge that knitwear production was now predominantly in the Far East. This gave Genevieve the spark of an idea to launch her own sustainable and ethical knitwear brand, investing her production in small knitting factories scattered around the UK.

She now works with heritage and innovative knitwear manufacturers based in the Scottish borders, Derbyshire, Leicester, Oxfordshire, London and Hertfordshire. Yarn is predominantly sourced from Yorkshire and Scottish woollen mills. Even the buttons are made by the last remaining UK button maker. Genevieve’s designs fuse heritage crafts with innovative yarns to create unexpected knitwear that helps keep the UK industry alive.


Devoted to the art of slow, sustainable and ethical fashion

Genevieve is committed to sourcing the highest quality and most sustainable materials, setting a standard for high ethical and environmental practices. Devoted to the art of slow fashion, she is focused on creating garments that have a minimal impact on the environment while also supporting local communities. The Genevieve Sweeney ethos is one of quality over quantity. Our knitwear is designed to last for years to come, and to be a heirloom piece in your wardrobe that is passed down through generations.

We take our responsibility towards sustainable and ethical manufacturing practices seriously. From sourcing fleece from responsibly-raised sheep on holistically farmed land, to ensuring that our knitters receive a living wage and work in a safe environment, we prioritise both environmental and social responsibility through our manufacturing processes. We constantly review and improve our processes to ensure that they are of the highest environmental standard possible. We are proud to play our part in creating a more sustainable and ethical future for the UK fashion industry.


Delighting our customers with our designs

We want our customers to be delighted with our designs – from the moment that they first discover the brand to their experience unwrapping their knitwear, and how they feel when they wear their chosen garments time after time, for years to come.

Genevieve designs with this in mind, imagining the ritual of you wearing your favourite sweater. Each garment is carefully designed to be soft and comfortable, but also featuring unexpecting colours and textures that will uplift the wearer and become a cornerstone of their capsule wardrobe. Each design is intended to be worn and cherished for years to come, adding a stylish twist to every outfit.


To be an authority in knitwear.

Genevieve strives to be globally renowned for our luxury quality, creativity and commitment to heritage. As a brand, we want to positively impact the UK fashion industry by championing and reinvigorating heritage skills in a contemporary context, providing opportunities for the next generation of artisans to shine. 

Proudly British Made

Proudly British Made

Local wool, local hand craftmanship

Delivery & Returns

Delivery & Returns

Treasured pieces delivered with care

Uncompromised Quality

Uncompromised Quality

Beautiful garments that will be treasured for years