We were delighted to chat to Ruth Rands, founder of sustainable knitwear brand, HERD to hear more about what they are doing to create more responsible fashion that is made in tune with the seasons and cycles of England.
Her brand uses only fleeces sourced locally in Lancashire and Yorkshire to reduce the carbon footprint and the wool is completely natural, with no toxins used at all in the manufacturing process. The buttons are made in England from the Tagua nut, which is a tree that relies on the biodiversity of the rainforest to survive, this preventing Amazonian deforestation. She champions the expertise of farmers, knitters, dyers and spinners and all the skilled craftspeople who work on the collection.
WHAT LED YOU TO LAUNCH HERD?
A driving need to prove that local, equitable and truly sustainable fibre systems are possible. I learnt a lot running my first business Atlantic Kitchen which drives forward the same principle for food, which I was then able to apply to HERD. I also love knitting! HERD was originally going to be a hand-knit yarn brand, before I decided to make the knitwear I wanted to see in the market.
YOU VISITED RHUG FOR THE FIRST TIME RECENTLY – WHAT DID YOU ENJOY THE MOST ABOUT YOUR TRIP?
The health and abundance of the land – both farmed and wild. It is such a joy to experience.
WHAT IS YOUR FAVOURITE PRODUCT IN THE WILD BEAUTY RANGE?
The scent, colour and matte absorption of the Day Cream with Blue Tansy Oil make this a daily joy to apply.
WHAT PARALLELS DO YOU SEE BETWEEN HERD AND WILD BEAUTY?
Our core values of local production, farming with nature and promoting what is native, abundant and beneficial make us very well aligned. Wild Beauty represents the very best natural skincare out there – in terms of production and in terms of effectiveness and I feel very privileged to have seen ‘under the hood’.
DO YOU ENJOY A SPOT OF FORAGING? IF SO, WHAT IS YOUR FAVOURITE FORAGE?
I always forage a bit of wild sea lettuce for my salads when I’m on holiday in Cornwall.
WHAT DO YOU LOVE MOST ABOUT NATURE
Being in nature grounds me to the essential and important in life. It’s my reset button if all the busy-ness gets on top of me.
WHAT DO YOU LOVE MOST ABOUT NATURE?
Being in nature grounds me to the essential and important in life. It’s my reset button if all the busy-ness gets on top of me.
DO YOU TRY AND LIVE AN ORGANIC LIFE AND IF SO, HOW?
We eat exclusively organically in our house, and only use organic skincare and cleaning products. My biggest bug-bear is single use plastics, and I try to refill and reuse wherever possible.
WHERE IS YOUR FAVOURITE WILD ESCAPE?
Nothing is as awe-inspiring to me as the redwood forests of California, but I can get completely lost in the Moors of the UK as well. Truly wild places in the UK are not as accessible as I would like.
WHAT IS YOUR FAVOURITE AUTUMN PAST TIME?
My husband adores mushroom foraging which really comes into its’ own in autumn (he is very knowledgeable about fungi so I trust his judgement!). For me it’s wild swimming which is at its’ best in autumn – bright skies, cool but not cold water and none of those fair-weather swimmers of summer!
HOW DO YOU RELAX AND UNWIND?
I’ve practised yoga for years but there is nothing like a glass of wine with friends for shrugging off the week.
ONE OF YOUR MISSIONS AT HERD IS TO CHAMPION THE EXPERTISE OF SKILLED CRAFTSPEOPLE – DO YOU ENJOY CRAFTING AND IF SO, WHAT?
I knit for my children, but I have a deep seated desire to learn quilting. And crochet. And to grow a medicine garden and learn homeopathy. There’s never enough time!
WHAT IS COMING UP NEXT FOR THE BRAND?
We have four brands launching this season with our 100% Bluefaced Leicester yarn who have designed such beautiful pieces! Next up is more naturally dyed colours, and planning for a big new collection launch in AW22.
WHAT WOULD YOU LIKE TO SEE MORE OF IN THE FASHION INDUSTRY?
Honesty and accountability.
WHAT IS YOUR FAVOURITE PIECE IN YOUR NEW COLLECTION AND WHY?
The Wyre Scarf is my all-time favourite, the weight and length makes it pure luxury.
You can see more at www.herdwear.co
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