From Soil to Skin: HERD Pioneering the Future of British Knitwear

In an era where fashion is often synonymous with fleeting trends and mass production, British knitwear designer Herd is weaving a different kind of story—one that intertwines heritage, sustainability, and uncompromising luxury. This London Fashion Week, Herd offers a vision of fashion that doesn’t just dress the modern woman but enriches the land she walks on.

A Heritage of Craft and Rebellion

British fashion has long been defined by its rebellious spirit, a refusal to be pigeonholed, and a deep reverence for craftsmanship. Herd embodies this ethos, drawing from a culture that values quality and innovation in equal measure. “I love that British design doesn’t like to be typecast,” founder Ruth Rands shares. “We take trends with a pinch of salt, embracing only those that resonate with our ethos.” This philosophy ensures that every Herd piece is both timeless and contemporary—designed for the discerning woman who values beauty, practicality, and ethical production.

Sustainability as a Design Imperative

For Herd, sustainability isn’t an afterthought—it is the brand's core. Rejecting the pervasive use of petrochemical-based materials, the label is committed to a “soil to skin” approach, creating knitwear that is not only exquisite but also biodegradable. The process begins in the rolling landscapes of Northern England, where the Bluefaced Leicester sheep—renowned for their fine fleece—graze freely. This carefully sourced wool, combined with regenerative leather and heritage fabrics from India and Japan, results in garments that are as kind to the planet as they are to the wearer.

Herd’s commitment to sustainability extends beyond materials. “Everything we do is firstly inspired by the landscapes that grow the plants and graze the animals that make our clothing,” the designer explains. The brand’s natural processing methods mean that each garment can return to the earth at the end of its life cycle, enriching the soil rather than polluting it. It’s a radical stance in an industry often reliant on synthetic fibers and chemical-laden dyeing processes.

Fashion That Fits a Life Well-Lived

Beyond sustainability, Herd’s latest collection is a masterclass in modern versatility. “2025’s collections are profoundly useful—wearable, beautifully fitted, and practical for a life that straddles office, home, outdoors, friends, and family,” the designer notes. These pieces are not just clothing; they are everyday luxuries, offering a tactile connection to nature and a reminder of the power of conscious design.

Leading the Future of British Fashion

As the fashion industry grapples with its environmental footprint, Herd offers a blueprint for a more responsible future. The brand was the first to reconnect the wool supply chain in the North of England at scale, proving that local, ethical production is not just possible but commercially viable. Recognized with the Country & Town House Award for Best Circularity Initiative, Herd is setting new standards in regenerative fashion.

The brand envisions a future where sustainability is not a niche concept but an industry standard. “British fashion is at a turning point,” Rands asserts. “We have an opportunity to redefine luxury—one where beauty, integrity, and responsibility go hand in hand.”

With its unwavering commitment to craftsmanship, environmental stewardship, and contemporary elegance, Herd more than a fashion brand; it is a movement. And as more consumers seek out meaningful, mindful clothing, it’s clear that Herd is not just part of the conversation—it is leading it.