Welcome to Flock
Our knitwear is designed with style & wellbeing in mind. Relaxed, yet elevated by carefully considered details to create elegant silhouettes. We take inspiration from those precious moments of serenity when you are content to just ‘be’; when you take a moment to press pause on the noise of day-to-day life & turn it into our interpretation of the perfect merino sweater.
The highest quality Italian & British merino wool has been selected for our collection.
PHILOSOPHY | Tread lightly
It is hugely important to us that our tread on the environment is a light one. We have a clear Philosophy defining the way we do business and how we produce our clothes.
The Fashion industry is a huge contributor to global pollution and environmental destruction and we don’t want to add to this wastage. We want to leave a positive footprint and so we give a lot of thought to how Flocks clothes are made. We are by no means perfect and we have a huge amount we want to work on but, as a minimum, we commit to 4 guiding principles of sustainability... [Read More]
STORY | Designing the perfect merino sweater
Flock was born just after the arrival of co-owner Annie Colley’s daughter, Eloise. During this time, when Annie’s awareness of her own wellbeing was particularly high, she came to truly value quality clothing made of natural fibres. Merino wool, in particular, quickly became a favourite due to its superior ability to regulate body temperature. Unlike many other wools, it doesn’t itch and feels super-soft next to the skin.
Annie says “I spent many hours searching for the perfect merino sweater but found nothing with elegance that I wanted. This inspired me to create my own range. I wanted to capture a sense of elegance & luxury but with the honesty and simplicity of natural fibres.”
We’ve poured a huge amount of love and care into the creation of our clothes so please pause for a moment and enjoy.