The Portrait Series

Photographing sustainable knitwear from premium yarns is a challenge, as so many of its qualities need our real life senses to be understood and appreciated.

We work hard for the beauty of our clothes to be not in the model who wears them for a campaign, but in the ethics, quality and passion we put in each item.  We are learning, improving and growing everyday with this in mind, so we hope you feel this as well when you wear knitwear made by us.

Ruuca has been photographing our knitwear for over a year now. She has visited our factory, met our team and has heard us talk about our passion for yarns – so we weren’t surprised when this photography project came naturally, unplanned, almost as if the pieces we left in a box in her studio came to life.

Choose your favorite color, 

…discover the yarn you resonate with,

…let’s create the right size for you,

…and together create sustainable fashion pieces,

…for seasons and generations to come. ❤️

Raluca Margescu, photographer and brand friend

In Ruuca’s words: “I imagined a kind of personality for each knitwork so that’s how I came with a series of portraits. Each piece is photographed like in an instant picture depicting a movement. This way it is led to our imagination of what that action represents. The process has an unexpected factor in it and each piece has turned out differently so it’s an ongoing search for finding the right mood to draw that personality trait.”

Thank you all for your support and inspiration.

With love,
Your knitter, Ami Amalia

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