How to Start a Knitwear Brand: A Step-by-Step Guide

Starting a knitwear brand can be incredibly rewarding, but like any fashion business, it requires thoughtful planning, some , and understanding the nuances of textiles and production. Here’s a practical guide to help you launch your own knitwear brand with confidence.

1. Identify Your Niche and Target Market

So many people come to me without a defined niche and in a crowded marketplace like fashion, getting really specific is very important. Decide which segment of the market you are targeting and what will set your brand apart.  Here are some example of niches that I have worked on with my clients

Weightlifters who want a larger fit across the chest, shoulders and arms

Eco-conscious mums who want knitwear that is recyclable for their children

Dogs sweaters that are tightly knit to keep out the weather

Tip: The more specific you are, the easier it will be to design a collection that resonates with your audience.

2. Research Yarn and Fabric Options

The quality and type of yarn play a huge role in your brand identity. Sustainable fibers like organic cotton, recycled wool, and cashmere are popular for their eco-friendly appeal, while more luxurious options like fine merino wool or high-end cashmere may appeal to the luxury market.

• Considerations: I always say that this stage is a little “chicken and egg” your yarn choice will have a big impact on your selling costs and can often change throughout the development process…that said, focusing on what is is important to you will give the factory an area to aim for.

3. Develop Your Brand Identity

Your brand identity encompasses your visual style, tone, and values. Branding will inform everything from your logo and website design to how you communicate with customers. 

• Pro Tip: Launch your social media before you lauch your product.  Start building an audience, talk to them and ask their opinion.  

4. Design Your Collection

When designing, consider the functionality, style, and versatility of each piece. Start with a core collection of 3–5 pieces to keep production manageable and to gauge demand. Whether you’re designing technical cashmere, cosy merino for dogs or crochet bikinis, remember that knitwear design also involves understanding garment construction and techniques that enhance fit and comfort.

• Tip: you can start small, this is a way to keep costs down and test the market. 

5. Create Tech Packs for Production

Tech packs are essential in communicating your designs to manufacturers, they are the blue print for your garment. They include details like measurements, materials, colours, and stitch techniques. A clear, detailed tech pack ensures that your factories understand exactly what you want, reducing errors and streamlining the manufacturing process.

• Insight: This step can be challenging if you’re new to technical design. Working with an experienced knitwear designer can help if you’re unsure about garment construction details.

6. Find the Right Manufacturer

Finding a manufacturer for knitwear can be a make-or-break step. Look for a factory that aligns with your values—whether that’s sustainability, ethical labor practices, or advanced craftsmanship. Start by requesting samples to ensure their work meets your quality standards and discuss minimum order quantities (MOQs) to make sure you’re aligned on production goals.

• Considerations: Smaller brands often start with smaller factories or local producers that cater to low-MOQ orders.
• Tip: if you have a complicated stitch, ask for a swatch before seeing a sample

7. Establish Your Brand’s Online Presence

With e-commerce becoming essential for new brands, building a professional website and a strong social media presence is crucial. Your website should showcase your collection, brand story, and an easy-to-navigate online store. 

• Pro Tip: High-quality photography is worth the investment. Visuals are key in conveying the quality and style of your knitwear to potential customers online.

8. Market Your Brand

Launch your brand with a well-planned marketing strategy. Email marketing, influencer partnerships, and social media campaigns can help you reach potential customers. Consider offering a pre-order option or a small, limited-edition run to create excitement around your first launch.

• Insight: Share your brand journey and what makes your products special—customers appreciate transparency and a personal connection, especially with smaller brands.

9. Prioritize Customer Feedback

Talk to your customers, all the time. Before launch, after lauch, in the DMs, in posts, at trade shows, in the queue for the loos!