GS Story

Straight from Genevieve herself

Genevieve Sweeney is no ordinary knitwear label.

HERITAGE

Genevieve Sweeney is writing a new chapter in the story of British knitwear – one that threads together the elegance of tradition with vibrant innovation. With each stitch, she crafts not just garments but stories – stories of resilience, heritage, and a journey – from each step of the design process to the carefully selected fibres and UK-based production methods.

Our knitwear emerges not just as clothing, but as chapters in a tale of craftsmanship, sustainability and the beauty of slow fashion.

Female founder and designer Genevieve Sweeney in her studio working on her inspiration board

Back of Leyden Geometric Lambswool Sweater Pink Genevieve Sweeney

BRITISH DESIGN

From the rugged landscapes of the Scottish Borders to the skilled hands of local artisans, Genevieve’s commitment to heritage and locality is woven into every thread of her knitwear.

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 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 carried out in the Far East. This story sparked the idea for Genevieve to launch her own sustainable and ethical knitwear brand, entrusting her production to 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. The exquisite yarn is predominantly sourced from Yorkshire and Scottish woollen mills. Attention to detail is of paramount importance to Genevieve – 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 British industry alive.

Genevieve Sweeney is committed to preserving and revitalising this corner of the industry. Working with hand-selected mills and factories around the UK, GS is driving British manufacturing forward by embracing innovation whilst also celebrating tradition; keeping time-honoured craftsmanship relevant and capturing the beautiful, refined touch of the artisan. Her signature yarn blends evoke a unique and contemporary mood, while limited batches promise unrivalled originality, lasting quality and attention to detail.

Cashmere • Curated collections • Traced from yarn to final • Responsible wool • Hand crafted • Traditional technique • Sustainability • Ethically-focused • Luxurious handle • Beautiful fibres • Hand embroidery personalisation • Quality knitwear • British made • Locally sourced wool • Craftmanship • . Lambswool • Cashmere • Curated collections • Traced from yarn to final • Responsible wool • Hand crafted • Traditional technique • Sustainability • Ethically-focused • Luxurious handle • Beautiful fibres • Hand embroidery personalisation • Quality knitwear • British made • Locally sourced wool • Craftmanship • . Lambswool • Cashmere • Curated collections • Traced from yarn to final • Responsible wool • Hand crafted • Traditional technique • Sustainability • Ethically-focused • Luxurious handle • Beautiful fibres • Hand embroidery personalisation • Quality knitwear • British made • Locally sourced wool • Craftmanship • . Lambswool • Cashmere • Curated collections • Traced from yarn to final • Responsible wool • Hand crafted • Traditional technique • Sustainability • Ethically-focused

A CONSCIOUS CHOICE

Genevieve Sweeney’s designs are made with sustainability at the forefront of all decisions. From production to packaging, each process we undertake is guided by the need to limit waste and look after our beautiful world. Her belief that we should be making considered choices when investing in fashion is also reflected in the GS aesthetic, which is luxurious, timeless and ungoverned by trends. In doing so, Genevieve is placing both herself and her brand at the front line of the slow fashion movement.

In our pursuit of excellence, we hold steadfast to our commitment to crafting knitwear with the utmost care for the environment and unwavering support for local communities. From the very source of our materials – fleece sourced from responsibly-raised sheep grazing on holistically farmed land – to the hands that meticulously knit our creations, we prioritise both environmental and social responsibility at every step of our manufacturing process. This emphasis on ethical knitwear sits at the very heart of slow fashion.

We are relentless in our drive for innovation and improvement, constantly reviewing and refining our practices to uphold the highest environmental standards. No challenge is too great, no detail too small.

Quality knitwear • British made • Locally sourced wool • Craftmanship • . Lambswool • Cashmere • Curated collections • Traced from yarn to final • Responsible wool • Hand crafted • Traditional technique • Sustainability • Ethically-focused • Luxurious handle • Beautiful fibres • Hand embroidery personalisation • Quality knitwear • British made • Locally sourced wool • Craftmanship • . Lambswool • Cashmere • Curated collections • Traced from yarn to final • Responsible wool • Hand crafted • Traditional technique • Sustainability • Ethically-focused • Luxurious handle • Beautiful fibres • Hand embroidery personalisation • Quality knitwear • British made • Locally sourced wool • Craftmanship • . Lambswool • Cashmere • Curated collections • Traced from yarn to final • Responsible wool • Hand crafted • Traditional technique • Sustainability • Ethically-focused

MEANINGFUL LUXURY KNITWEAR

In the world of luxury knitwear, Genevieve is a master of her craft. With a devotion to perfection, she demonstrates that knitwear is more than just fabric; her confident and contemporary approach to colour, pattern and texture ensures a premium look and feel that elevates each piece beyond everyday wear – transforming them into treasured heirlooms that can be passed down through generations. This approach also helps her create knitwear that is forever practical, beautiful and responsibly made; a factor that is important to her customers.

We strive to be globally renowned for the creativity and quality of our luxury knitwear, as well as our commitment to heritage. We want to create luxury British knitwear that positively impacts the UK fashion industry by reinvigorating heritage skills in a contemporary context, providing opportunities for the next generation of artisans to shine.

It’s this dedication to craftsmanship and integrity that resonates with our devoted community – we want our customers to experience and enjoy our designs for years to come. From the moment they first discover our brand to the feeling of unwrapping their chosen piece and wearing it for the first time, we want every step of their journey to be perfect.

With this in mind, Genevieve designs by imagining the ritual of you wearing your favourite sweater and all the different items you could pair it with. Each garment is carefully designed to be soft and comfortable while also featuring unexpected colour palettes and textures that will uplift the wearer and become a cornerstone of their wardrobe. Each design is crafted to be worn and cherished for years, so you can be confident that your GS knitwear is knitted to last.