ABSTRACT
The Italian fashion brand produces luxury garments made with the most precious raw materials in the world: the vicuña from Peru or cashmere from Mongolia among others. They focus on finding the best quality fleeces around the world and promoting the sustainable production of the wool, preserving endangered species such as vicuaa. The long history and the values and practices of Loro Piana were with no doubt inspiration for We Are Knitters. The aim of doing business with Peruvian wool and the DIY trend led to the actual concept of We Are Knitters: a knitting brand. But not a usual knitting brand. Before Launching We Are Knitters, people were both working at PwC as auditors. With very little capital, authors built the first version of We Are Knitters and word of mouth was enough to start the knitting movement in Spain. Besides the yarn, people wanted to produce wooden knitting needles instead of plastic or metal.
