It’s all about ethically sourced, made-in-Britain royal alpaca at Plum London. The brand, which launched last year and has now released its first AW collection, uses the finest yarn to create knitwear that will keep you looking stylish and feeling snug on chilly evenings.
Combining royal alpaca with one of Britain’s most prominent industries seemed a perfect marriage to Plum London founder Hugo Douglas, who named the brand after the plum tree his grandfather gave him as a child. This type of yarn has numerous benefits, including its durability, resistance to stains, odours and wrinkling, its thermal nature and it’s light weight. It is as soft as cashmere, yet warmer and stronger, and is also hypoallergenic so especially good for babies’ skin.
According to Andean mythology, alpacas were given as a gift to the Incas in Peru. Their society was literally ‘woven together’ by alpaca fleece, with the very best reserved to clothe royalty and nobility. It has since been referred to as ‘the Fibre of the Gods’’ but, according to Douglas, it is only now that Western society is starting to appreciate its great attributes and true value.
Douglas launched the business with a desire to support Britain’s local and highly-skilled industries, along with the knowledge that no other retailers were manufacturing alpaca clothing and accessories in Britain. “All garments have been manufactured in our British mills,” he says. “I feel this adds great provenance, while our ladies and baby shawls have been knitted by the same English mill which created Prince George’s baby shawl. These mills all helped me realise my ambitions; that is, to create sustainable and eco‐friendly luxury British knitwear using ethically sourced alpaca yarn.”
So far the feedback from clients has been very positive, with outlets like Wolf and Badger now stocking the label’s adult accessories. Visit www.plumoflondon.com for more information.