As a niche British knitwear label thanks to our focus on alpaca, we’re often asked our opinions on the future of the British knitwear industry and what it may hold for us.

As we’re now affiliated with Virgin, they recently posed some questions and asked our thoughts on Start-ups, alpaca and many more . Find the full interview below.

How startups can save traditional industries:

There’s a lot of talk about tech startups that are taking us into the future – but at Virgin StartUp we’re just as excited about the startups moving back towards traditional industries and techniques, innovating and ensuring that these skills aren’t lost. One such business is Plum of London, the first UK business since the 1830s to focus on high-quality alpaca yarn products. Here founder Hugo Dougass talks about why we should do our best to preserve traditional industries – and how.

The British knitwear industry is declining for a reason: a surge in competition from cheaper overseas manufacturers. We could allow it to fall to its demise peacefully and avoid the drain on both time and resources it will require to reverse; or we can be optimistic, take note of the demand from both national and international consumers, and do our best to pass on the skills and techniques that have been honed over the centuries and support those in typically more rural areas with opportunities to succeed. I believe it’s a case of channeling our efforts and investing in people and machinery which will allow the British knitwear industry to once again be an international leader.

Often, the Made In Britain label is seen merely as a reference to something traditional or heritage, but it would be a mistake to undervalue its importance. There are numerous British brands who have become global powerhouses in the last hundred years thanks to their British manufacturing stance. Even though there is a significant amount of increased worldwide competition, there are opportunities for many more brands to do the same – it’s partly a matter of creating a niche product and benefiting from the specialist and highly skilled workforce this island can boast.

The versatility and adaptability Britain has shown throughout the centuries – from the invention of the first knitting machine in 1589, to the industrial revolution and more recently to Scotland, famed for its cashmere production – the decline of the industry would be devastating to the communities which were not only built upon it, but once thrived because of it. Britain has always succeeded in adapting to the times and forging a new path, and it is now of paramount importance that we do so once again to ensure the industry’s longevity.

There are many varied reasons for the decline of the industry. Significantly, since the mid-20th Century – aside from debatable government policies and general complacency – there has been a surge in the development of overseas manufacturers who have invested more in technology and advanced means of production than we ever considered. We’re currently witnessing it in steel, we’ve seen it before in the shipbuilding, motor and aircraft industries, and if we don’t correct the trend, we’ll soon see it the knitwear industry.

One might say that although the manufacturing industries are in decline, the economy has been balanced thanks to the resurgence of other industries, finance being most notable. This might be a relatively constructive counter-argument, but it shouldn’t be forgotten that these statistics are based upon lone individuals whose opportunities, needs and desires require attention. I think it’s unlikely that someone who grew up in the Borders and has always wanted to work in textiles may want to relocate to London to work in finance just because that’s where they’re told the opportunities lie. Of course they’d prefer to work in their chosen industry in Britain, but may soon may find that their chances of success are moving to Japan or China.

Without the continuous flow of new workers the knitwear industry desperately needs, we’ll find ourselves in another vicious cycle: fewer skilled workers in well-paid positions creating less disposable income to spend on goods made by other skilled workers in another industry. This trend is cyclical and would have a detrimental impact if we allow it to continue.

British manufacturing is struggling and has been for quite some time, but this is doesn’t have to be terminal – there is a possibility that we can prevent this impending decline and there are many reasons for us to be optimistic. There is an increasing desire for British products internationally, especially in emerging markets where economies are growing and the Made in Britain label is aspirational. I see a constant stream of start-ups launching ecommerce platforms supporting British goods and ethical products – to say that this is encouraging is an understatement. There are many established organisations from UKFT and UKTI who we’re in talks with, to independent organisations such as MakeitBritish.com and StillmadeinBritain.com whose sole aim is to promote British brands and products. Upon approaching many mills, they’ve all been receptive to our ideas and ambition even though they conflict with everything they’ve previously done and experienced. It is this will and versatility that needs to be adopted and nurtured. From our perspective, no doubt it will.

Our desire to continue the historic achievements of the British knitwear industry is not simply nostalgia; it’s borne out of a belief that we can create a better product using our highly skilled workers, a product which will be cherished the world over. After all, our aim is to create truly innovative sustainable fashion which will be worn and loved for many future years, shunning the fast-fashion mentality that is all too prevalent on today’s high street.

As a luxury alpaca knitwear brand, we’re often asked why we’ve chosen to work with alpaca and more specifically Royal alpaca as no one else is doing the same, but ultimately this is why…

Alpaca is a hugely undervalued and underappreciated yarn but this is because no other label has been able to pioneer new manufacturing techniques which allows it to handle as softly and perform as well as we have. Some have claimed that our Royal alpaca products are literally softer than cashmere which may certainly seem true for some pieces in our range as they possess a particular stitch which exacerbates the softness and quality of the product. The fact that every one of our alpaca products have so many other attributes and qualities that people are unaware of is something that we are indeed trying to remedy. Given the popularity of our range, this task is becoming easier by the day.

Here are a just a few of the incredible benefits of Royal alpaca knitwear, clothing and accessories possess…

Alpaca is;

Hypoallergenic
Naturally antibacterial
Smoother than silk
Finer than cashmere
Insulates up to 30% better than merino
When required, is warmer than goose down
Lacks the ‘prickle factor’ associated with wool
Breathable
Stronger than mohair
Wicks away body moisture
Machine washable
Resistant to stains
Resistant to odours
Virtually water repellent
Not prone to ‘pill and ball’ unlike cashmere & other yarns
Lightweight & lustrous handling
Resistant to wrinkling

If you’re still unsure as to just how good our alpaca products actually are, we can only try and persuade you to try one and experience this wondrous yarn for yourselves. After all, it is known as ‘The fibre of the gods’ and ultimately, ‘touching is believing’…!

Situated in the magnificent surroundings of the historic Royal Institution of Great Britain, the luxury British knitwear label Plum of London attended The Good Web Guide’s Awards ceremony on Monday evening. The shortlisted companies were treated to bubbles and canapés whilst the names were read out in a plethora of categories from Arts/ Culture, Business, Education, Gardening, British and Positive Living to name but a few!

We were delighted to have been shortlisted in the Positive Social and Environmental Impact category alongside Dimpsey.co.uk, ‘who help busy people get quality time’. They’re listed as a ‘Chic Escape’ in Net-a-Porter’s online magazine ‘The Edit’ so they obviously provided some quite fierce competition! After several companies were announced ranging from Beyond-Bespoke.co.uk  who were triumphant in Best of British, to SecretEscapes.com trophy holders for best travel and Purplebricks.com who won the property prize, it was our turn to find out who out of us and Dimpsey.com would be taking the trophy home…

Suffice to say that the night wasn’t ours and the exceptional Dimpsey.co.uk was handed the iridescent glass prize for their efforts. Many huge congratulations to them and we think it’s fair to give ourselves on the pat on the back as well for our efforts- getting this far was by no means easy. We’ll return stronger and improved for next year though and I’m sure our day will come.

Excitement grew to find out which site had taken the coveted position of Website of the Year whilst the judges, who included Anna Bance of Girl Meets Dress, Dr Stephen Fear, entrepreneur and often known as the Phonebox Millionaire, Robert Tyson and Miisa Mink, mingled with attendees.  To much rapture, the TrustedHousesitters’ won the award – much deserved given their meteoric success.

The Good Web Guide has seen that this year significantly, entries from previous GWG Awards returned with new and improved sites and went on to enjoy success in their chosen categories. We must do the same…!

http://www.thegoodwebguide.co.uk/article/awards-winners-2015/18308

Positive Luxury, the organisation whose aim is to work with brands that consumers can trust, recently interviewed our founder on all things sustainable, knitwear, Britain and of course, alpaca.

Plum of London is a British knitwear brand founded in 2014 by Hugo Douglass. Tackling head-on the lack of sustainable, luxury and contemporary designed alpaca clothing available to the Western market, the brand is a unique player in the knitwear space. We sat down with Hugo to learn more.

Tell us a little about the origins of Plum of London

A few years ago I had the opportunity to work with a knitwear brand where I first experienced the incredible qualities and benefits of alpaca fibre.

The Incan society was literally ‘woven together’ by alpaca fleece with the very best reserved to clothe royalty and nobility and has since been referred to as ‘the fibre of the gods’, but only now is Western society starting to appreciate its incredible attributes and true value.

Knowing that alpaca yarn was for some reason under-appreciated in Western society, I saw an opportunity to create ethical and sustainable alpaca clothing which has the potential to revolutionise the knitwear industry.

With a strong desire to support the British knitwear industry, I sourced sympathetic mills helped me realise my ambition: to create sustainable and eco-friendly luxury British knitwear using ethically sourced alpaca yarn. My dream remains firmly at the heart of the Plum of London brand.

What’s your vision as you take the brand forward?

To help show others that alpaca is the future of knitwear, quite possibly clothing.

I believe that alpaca can change people’s lives and ultimately the environment for the better. It’s an incredibly versatile yarn. It’s only a matter of time before others are fully informed, educated and have been made aware of the yarn’s true capabilities.

By continuing to create clothing which meets the ethical values our environment deserves whilst ensuring that the needs of the increasingly demanding consumer requires, we will create an evolving brand which will remain at the forefront of sustainably pioneering clothing and allow us to be a key influence in the future.

What are the benefits of alpaca over wool?

A huge number! Alpaca fibre truly is incredible and needs to be handled first-hand in order to be fully appreciated. We do find that many people have quite negative preconceptions of alpaca but thanks not only to the incredible qualities of the fibre but also our ability to revolutionise the manufacture of alpaca yarn, the quality and handle of our products is exceptional and amazes all who come across them.

Essentially, the first comment we hear when is that alpaca’s incredibly soft – its handle is far superior to wool – it’s always softer than they’d imagined. Alpaca also lacks the prickle factor associated with wool and merino whilst some claim that it’s even softer than cashmere.

Royal alpaca is better performing than merino both in breathability and thermal qualities. It’s hypoallergenic, naturally antibacterial and possesses incredible strength – it’s stronger even than mohair.

Why is made in Britain so important?

Often, the made in Britain label is seen merely as a reference to something traditional or heritage whilst avoiding the significant part it actually plays but it would be a mistake to undervalue its importance. Not only do we have a chance to support our own highly skilled workers who have shown huge resilience over the centuries but we strongly believe that alpaca not only has the ability to help revive the British knitwear industry but also revolutionise knitwear itself.

The versatility and adaptability Britain has shown from the invention of the first knitting machine in 1589, to the industrial revolution and more recently to Scotland – famed for its cashmere production, the decline of the industry would be devastating to the communities which were not only built upon it but once thrived because of it.

Our desire to continue the historic achievements of the British knitwear industry is not simply nostalgia, it is borne out of a creditable belief that we can create a better product, using our highly skilled workers and create a better product which will be revered and cherished the world over.

After all, our aim is to create truly indispensable sustainable fashion which will be adorned and loved for many future years and shun the fast-fashion mentality that is all too prevalent on today’s high street and is a trend we need to bucket the earliest opportunity.

How can consumers be assured they are buying from a brand they can trust?

Ultimately, it all comes down to the transparency of the brand. It is their responsibility first and foremost to provide a suitable level of engagement with the consumer and offer the relevant information.

There are a number of new marketing techniques brands are adopting to raise their exposure and to promote their values which are wide and varied but thanks to organisations such as Positive Luxury, it is becoming a little easier for the consumer to fully appreciate the philosophies and ideals that various brands possess.

How do you think the textiles industry can influence consumer demand for sustainable and ethical production?

By creating durable and high performance products which are made to last. The tendency to use synthetic materials, the production of which also has a major detrimental impact on our environment, is culpable of the increasing woes our planet is experiencing.

If we can source materials ethically, conscientiously and responsibly, we will soon be in a position to reverse this course. The throw away mentality that seems to be imbedded in the psyche of today’s western society can also be halted as the consumer will become more acutely aware of the dangers their current shopping habits will have both socially and environmentally if maintained.

Describe Plum of London in three words:

Sustainably pioneering alpaca.

In recognition of Plum of London’s recent achievement in being awarded the Butterfly Mark by Positive Luxury, the founder of the ethical alpaca brand was recently interviewed and offers his thoughts on everything sustainable, British and of course alpaca.

Tell us a little about the origins of Plum of London
A few years ago, owing to a number of sudden events in both a personal and professional capacity, I had the opportunity to do work with a knitwear brand which is where I first experienced the incredible attributes, qualities and benefits of alpaca fibre. The Incan society was literally ‘woven together’ by alpaca fleece with the very best reserved to clothe royalty and nobility and has since been referred to as ‘’The Fibre of the Gods’’, but only now is Western society starting to appreciate its incredible attributes and true value. Knowing that alpaca yarn was for some reason underappreciated in Western society, I saw an opportunity to create ethical and sustainable alpaca clothing which has the potential to revolutionise the knitwear industry. Armed with a strong desire to support the British knitwear industry, I then sourced sympathetic mills who can all be attributed in helping me realise my ambitions: to create sustainable and eco-friendly luxury British knitwear using ethically sourced alpaca yarn. This remains firmly at the heart of the Plum of London brand

What’s your vision as you take the brand forward?
To provide others with the belief and evidence that alpaca is the future of knitwear an quite possibly clothing. With this, I believe that alpaca can change people’s lives and ultimately the environment for the better. It’s an incredibly versatile and highly adroit yarn meaning that it’s purely a matter of time before other are fully informed, educated and have been made aware of what this yarn’s true capabilities. By continuing to create clothing which meets the ethical values our environment deserves whilst ensuring that the needs of the increasingly demanding consumer requires, we will create an evolving brand which will remain at the forefront of sustainably pioneering clothing and allow us to be a key influence in the future.

What are the benefits of alpaca over wool?
A huge and significant number! Alpaca fibre truly is incredible and needs to be handled first-hand in order to be fully appreciated. We do find that many people have quite negative preconceptions of alpaca but thanks not only to the incredible qualities of the fibre but also our ability to revolutionise the manufacture of alpaca yarn, the quality and handle of our products is exceptional and amazes all who come across them. Essentially, the first comment we hear when is that alpaca’s incredibly soft – its handle is far superior to wool – it’s always softer than they’d imagined. Alpaca also lacks the prickle factor associated with wool and merino whilst some claim that it’s even softer than cashmere. Royal alpaca is better performing than merino both in breathability and thermal qualities, hypoallergenic, naturally antibacterial and possesses incredible strength – it’s stronger even than mohair. I could go on – alpaca is mesmerising but I don’t want to bore you!

Why is made in Britain so important?
Often, the made in Britain label is seen merely as a reference to something traditional or heritage whilst avoiding the significant part it actually plays but it would be a mistake to undervalue its importance. Not only do we have a chance to support our own highly skilled workers who have shown huge resilience over the centuries but we strongly believe that alpaca not only has the ability to help revive the British knitwear industry but also revolutionise knitwear itself. The versatility and adaptability Britain has shown from the invention of the first knitting machine in 1589, to the industrial revolution and more recently to Scotland – famed for its cashmere production, the decline of the industry would be devastating to the communities which were not only built upon it but once thrived because of it.
Our desire to continue the historic achievements of the British knitwear industry is not simply nostalgia, it is borne out of a creditable belief that using our highly skilled workers, we can create a better product which will be revered and cherished the world over. After all, our aim is to create truly indispensable sustainable fashion which will be adorned and loved for many future years and shun the fast-fashion mentality that is all too prevalent on today’s high street and this is a trend we need to buck at the earliest opportunity.

How can consumers be assured they are buying from a brand they can trust?
Ultimately, it all comes down to the transparency of the brand. It is their responsibility first and foremost to provide a suitable level of engagement with the consumer and offer the relevant information. There are a number of new marketing techniques brands are adopting to raise their exposure and to promote their values which are wide and varied but thanks to organisations such as Positive Luxury, it is becoming a little easier for the consumer to fully appreciate the philosophies and ideals that various brands possess.

How do you think the textiles industry can influence consumer demand for sustainable and ethical production?
By creating durable and high performance products which are made to last. The tendency to use synthetic materials, the production of which also has a major detrimental impact on our environment, is culpable of the increasing woes our planet is experiencing. If we can source materials ethically, conscientiously and responsibly, we will soon be in a position to reverse this course. The ‘throw away mentality’ that seems to be imbedded in the psyche of today’s western society can also be halted as the consumer will become more acutely aware of the dangers their current shopping habits will have both socially and environmentally if maintained.

Describe Plum of London in three words:
Sustainably pioneering alpaca

Plum of London receives highly prestigious award in the Best Eco-Fashion Brand category in the Junior Design Awards 2015.

The alpaca knitwear brand Plum of London, is delighted to announce that Junior Design Awards 2015 has ‘Highly Commended’ their ethical range of luxury children’s knitwear.

Often referred to as ‘Vogue for children’, Junior Magazine has always showcased the very best in beautifully designed, exquisitely crafted products and lifestyle brands for the discerning and style conscious parent. Every year, parenting and family brands, products and experiences are judged against each other in order to bring their readers the ‘cream of the crop’.

Competing for the Best Eco-Fashion Brand, Plum of London’s exquisite range of British made children’s alpaca knitwear and accessories was assessed by this year’s meticulous judging panel and faced stern competition so were extremely proud to have received such an esteemed award. The brand’s founder Hugo Douglass, commented “We believe in our product as well as in our business practices but to be recognised for our endeavours is extremely fulfilling. Given that, as yet, few people are aware of the incredible benefits of alpaca yarn, we thought our journey might be longer than others’ but to be acknowledged in this manner confirms that we’re on the right track.”

With other entrants including Harrods, Marks and Spencer, Mothercare, Frugi and Jigsaw Junior, the competition was always going to be fierce but thanks to an informed and knowledgeable judging panel, the true winners had no trouble in shining through. The singer Rachel Stevens, designer Olivia Rubin, journalist Erika Davies and Editor of Prima Baby magazine Kelly Beswick were just a few members of the judging panel at this year’s awards.

Plum of London was launched in 2014 with the premise to create ethical and sustainable luxury knitwear using the world’s finest yarn, Royal alpaca. With a desire to support and ultimately revive the British knitwear industry, each piece has been expertly crafted in sympathetic knitting and weaving mills throughout England and Scotland to push the boundaries in knitwear fashion. These mills can all be attributed in helping the brand realise its ambitions: to create sustainable and eco-friendly luxury British knitwear using ethically sourced alpaca yarn. This remains firmly at the heart of the Plum of London brand.

                      The luxury British knitwear label Plum of London has received recognition for its sustainable practices and has been awarded the Butterfly Mark

“Positive Luxury” has awarded the sustainable alpaca knitwear brand Plum of London, with the Butterfly Mark for its outstanding commitment to championing positive initiatives on both a local and global level. These achievements have led to Plum of London’s recognition by the advisory board of Positive Luxury as a Positive Brand of 2015.

Plum of London has completed and excelled the assessment and verification process by the Positive Luxury advisory board including leading experts such as Dilys Williams – Director of the Centre of Sustainable Fashion, Sir Jonathon Porritt – founder of Forum for the Future, Patrick Laine – CEO of Better Cotton Initiative and Nigel Salter – co-founder of SalterBaxter. Positive Luxury awards the Butterfly Mark to brands that have a positive impact on both people and the planet.

“We are delighted to receive the Butterfly Mark because we firmly believe that sustainable action, particularly in the luxury fashion market not only consolidates our brand’s reputation but also enhances its competitiveness” says Plum of London’s Founder Hugo Douglass. “We go to great lengths to ensure that we’re innovators in all practices concerning sustainability and alpaca – it is at the very core of all that we do and to receive recognition for this is a great honour. If we can be respectful to our partners, the communities in which we live and remain respectful to our planet’s finite resources, we will enjoy long-term success as a company.’’

In being awarded the Butterfly Mark, Plum of London stands alongside many highly esteemed brands who have been recognised for their conscientious and methodical approach to improving both their ethical and sustainable credentials. These brands include but are not exclusive of Gucci, Burberry, Louis Vuitton and Alexander McQueen. If other global brands can share the same desire and ambition to provide consumers with a greater level of trust and transparency in all their dealings, the world and its inherent beliefs will no doubt change for the better. Armed with Brand Ambassadors including actor Adam Garcia, journalist Celia Walden and philanthropist and humanitarian Alisa Swidler, the company’s ultimate aim will surely soon be realised.

Plum of London strives to create a diverse and conscientious environment combining the same meticulous approach to their positive initiatives as they bring to each of their luxury knitted and woven alpaca pieces. As many similarities have been made and comparisons drawn, some commentators have likened the luxury British alpaca brand to that of Brunello Cucinelli’s eponymous cashmere brand. Perhaps Plum of London will indeed become Britain’s answer to the ‘King of Cashmere’ some day or as they will no doubt prefer to be known, the ‘King of Alpaca.’

It’s been well known for some time that Prince George’s Christening Shawl was made by G.H. Hurt in their Nottinghamshire lace mill but not many know that he and Princess Charlotte also own a Plum of London Christening Shawl crafted in the world’s finest alpaca by the same mill!

G.H. Hurt have been supplying the very best lace knitwear since 1912 from their ”Shawl Factory” in Nottingham, England. The specialist lace knitwear company has been owned by the same family for over 100 years and is currently presided over by Mr Henry Hurt, grandson of the company’s founder George Henry Hurt.

The Duchess of Cambridge was holding HRH Princess Charlotte Elizabeth Diana wrapped in the company’s Elegant Soft Wool Baby Shawl as she emerged from St Mary’s Hospital for the first time in May whilst Prince George was seen in GH Hurt’s Super-fine merino wool shawl in 2013 .
The quality of the wool and merino christening shawls however don’t offer as many qualities or attributes as our very own suitably named Royal alpaca fibre which has been ethically sourced from South America.

100% Royal alpaca Christening Shawl by Plum of London

There are numerous benefits that Royal alpaca yarn offers new born babies that many are not even aware of; it’s hypoallergenic, breathable, naturally antibacterial and possesses incredible thermal qualities- better even than merino. The softness of each piece crafted from this wondrous fibre is breath-taking: some say that it’s even softer than the finest cashmere – avid followers and lovers of alpaca clothing and knitwear are often surprised at actually how well Royal alpaca yarn handles. The attributes of Royal alpaca yarn doesn’t stop there either- it boasts incredible durability falling just behind the strongest of all natural yarns, silk.

To learn more of the incredible attributes of Royal alpaca yarn, visit: http://www.plumoflondon.com/why-alpaca.php

We continue to receive wonderful feedback from all who have adorned their new-born babies in our Royal alpaca Christening Shawls and look forward to the chance to adorn more babies in our luxury shawls in the future.

For some reason, the ‘Made in Britain’ label has long been held in high esteem overseas but not quite as appreciated within these shores – that’s why Buy British Day has been launched. Best of Britannia’s aim is to create one day where everyone is actively thinking, breathing, buying, wearing and eating British!

The BOB team firmly believe that the provenance of what we buy is increasingly important to the UK as well much as it is to the international consumer and are confident that the quality of each and every product is easily identified thanks to the skill and craftsmanship that our British manufacturing industry can boast.

Menswear blogger The Grey Fox recently wrote, “In writing about British menswear brands for some years, I’ve come to realise that there is a common thread to them all. They all have fascinating stories to tell; stories about how they started, about their craftsmen and women, their suppliers or the raw materials they use.”

There will be a great deal of activity online on social media as well as in publications so we urge you to show as much encouragement for this incredibly worthwhile day as possible! Use the hashtag #BuyBritishDay to bolster support!

To learn more about Buy British Day, watch this video: