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For the past four weeks, come 8pm on Thursday and Friday nights, I’ve curled up on the sofa, hot chocolate in hand, ready to see the Scottish Highlands, celebrities working out who’s “faithful”, and, in no small part, what Claudia Winkleman is wearing. Her long-time stylist Sinead McKeefry is a big supporter of small, British-based labels, all playing their part in keeping the craft alive.
Think Grounded-loved labels Genevieve Sweeney and HERD, whose rich knits have made a handful of appearances. Scottish-made brands Le Kilt, Johnstons of Elgin and Judy R. Clark, who give traditional techniques a modern design overhaul. And handcrafted labels Hambro & Miller and Barrington Ayre, whose slow, detail-oriented designs really do deserve a global stage. With the help of McKeefry, Winkleman and The Traitors on our screens, that’s exactly what they’ve got.
Below, the British brands currently sitting in the spotlight.
01 / 08
Brora
Brora has made all of its cashmere products in the same Scottish cashmere mill since its inception in 1993. The brand prioritises natural fibres as much as possible, including in its wool bomber jacket and fingerless gloves, currently part of Claudia’s Traitors style.
02 / 08
Genevieve Sweeney
Grounded Guest Editor Genevieve Sweeney has been on a ten-year mission to revive the British knitwear industry, and it’s working. Not only has Claudia been spotted in two knitted vests in this series of Celebrity Traitors, but a quiet revolution is underway in British manufacturing, with Genevieve leading the charge.
03 / 08
Le Kilt
Inspired by her own kilt-making grandmother, Le Kilt founder Samantha McCoach has been reframing local tradition as a modern fashion focal piece since 2014, and Claudia Winkleman is far from the only celebrity fan. Proudly made in Scotland by expert craftspeople, it’s a beautiful example of how heritage style can be kept alive.
04 / 08
HERD
Any regular Grounded reader is sure to be familiar with Grounded Guest Editor Ruth Alice Rands and her farm-to-fashion label HERD. Her words on how fashion can feed our planet, and the important conversation we all need to have around wool, are as deserving of your attention as her cosy jumpers and gloves.
05 / 08
Hambro & Miller
One of the things I love most about small labels is their dedication to handmade pieces. At Hambro & Miller, that looks like a skilled team of UK knitters, with centuries of collective experience, crafting beautiful knitwear slowly, wit some pieces taking up to 70 hours. “In a world of fast fashion and fleeting trends, investing in our hand-knits supports traditional craftsmanship, a reduction in waste, and takes a meaningful step toward more sustainable and thoughtful consumption,” writes the brand.
06 / 08
Barrington Ayre
Barrington Ayre dub themselves the Cotswolds’ premier tailor, operating out of a Cirencester showroom for the last 18 years. With over 3,000 tweeds to choose from, it’s little surprise their celebrity fanbase includes two of the current Traitors cast: Claudia Winkleman and James Blunt.
07 / 08
Judy R. Clark
Edinburgh-based designer Judy R. Clark is something of a best-kept secret of McKeefry’s. Just this season alone, Claudia has been spied in no fewer than three of her pieces (that I can count). Working with Scottish lace, Harris Tweed and carefully sourced antique textiles, she crafts pieces full of character, with nods back to heritage crafts.
08 / 08
Johnstons of Elgin
Johnstons of Elgin has long been one of my personal favourite British brands, and a small handful of their woollen accessories sit in my own wardrobe, so it’s little surprise to see their knits on Mrs Winkleman. With a 226-year history and two Scottish mills that are still family-owned, meaning every product is dyed, spun, woven and finished on site, it’s a great example of how far British brands can bloom.
