Afternoon

Brand Story

Afternoon creates effortless knitwear for the everyday, thoughtfully designed from natural fibres and made to become the pieces you reach for again and again.

Founded by Lucy in the Cotswolds, Afternoon began in 2023 during maternity leave with her second child and a knitting machine found on Facebook Marketplace. Teaching herself through old manuals and online tutorials, Lucy began experimenting with yarn and construction, gradually turning early samples into hats, cardigans and jumpers. What started as a small Etsy shop soon developed a following, laying the foundations for Afternoon.

As demand grew, so did the challenge of producing everything herself. In 2025, Lucy partnered with a London based knitting studio to produce her designs in small batches, allowing Afternoon to grow without abandoning the craftsmanship and considered pace at its heart. Lucy remains behind every aspect of the brand, designing each piece, sourcing yarns and building collections from her Cotswolds studio.

Even the name reflects this slower philosophy. Afternoon is named after Lucy’s favourite part of the day, when work would finish and she would walk to collect her children from nursery. Relaxed, enjoyable and something to look forward to, that feeling has become part of the brand itself. The aim is to make getting dressed feel just as easy, with beautifully made knitwear that can elevate the simplest outfit without demanding too much thought.

Having briefly experienced the fast fashion industry, Lucy knew she wanted to build differently. Afternoon works exclusively with natural fibres, including lambswool, mohair and baby alpaca, chosen for their softness, durability and ability to biodegrade at the end of their useful life. Its yarns carry recognised standards including the Responsible Wool Standard, Responsible Mohair Standard and Responsible Alpaca Standard, supporting animal welfare, responsible land management and traceability throughout the supply chain. Where cotton is used, it is organic and GOTS certified, while yarns are coloured using OEKO TEX certified dyes.

Small batch production is equally important. Rather than producing more simply to achieve economies of scale, Afternoon grows carefully, creating collections with purpose and working to avoid unnecessary overproduction. Biodegradable buttons and an ongoing effort to improve labels, packaging and other details reflect a brand that sees responsibility as a process rather than a finished achievement.

For Afternoon, sustainability is not intended to be the reason you fall in love with a piece. It is simply the standard behind it. The real goal is beautifully made knitwear that feels effortless to wear, transcends passing trends and earns its place in your wardrobe for years.