About Afternoon Knitwear

Afternoon is a slow knitwear brand launching this year with their first collection for AW25. Designed in the Cotswolds and made in London, each piece is created with 100% natural fibres including buttons made from tree nuts. The result is pieces that feel as good as they look, soft, breathable, and built to last. Founded by Lucy, a designer with a background in fashion and digital strategy, Afternoon blends craft with modern simplicity. Inspired by slow afternoons, changing seasons and the comfort of well-made things, Afternoon exists to offer a gentler kind of luxury. No trend-chasing. No overproduction. Just timeless, wearable knitwear that invites your customers to pause, wrap up, and feel at home, wherever they are. Read their story