Always Wear Red

Always Wear Red might just be one of the world's worst fashion businesses. Making some of the world's best clothing.

Since 2016, we've explored, mastered and launched many interesting, fun, luxury and sustainability-focussed limited edition ranges. Yet we've never made more than 50 of any one thing.

The World's Worst Fashion Business?

We don't chase volume. We make slow. We scale slow. And we don't want you to buy what you don't need, with money you don't have.

A fashion business worth buying? No.

Fashion thinking worth buying into? Definitely.

Always Wear Red Hand Knits. 50 Unique Pieces and a Unique Ecosystem.

Our hand knitted jumper and scarf range is the last range we will ever make. It took three years to master the design, materials and hand knitting. Yet we're only ever going to make 50 pieces.

We've created a Unique Ecosystem to maximise wear-time. Because let's face it, great quality clothing gets better as it ages anyway. Our hand knits wear in - not out.

We've never moved quickly. And we never intended to sell lots. (Here's why continually chasing speed and exponential sales in fashion is a bad thing).

Every Hand Knit Matters.

We love every hand knit we ever made. So some of the 50 are beautifully baggy, fascinatingly fluffy, perfectly imperfect model-worn prototypes. (Think Kurt Cobain and Nirvana, Unplugged in New York in 1994). Others are 100% perfect mainline masterpieces. You'll know what's what by the descriptions.

Join Us.

Every hand knit is uniquely numbered. And every current and past owner is listed at our website. You can buy what's available today, or bid to buy unavailable pieces from the current owner. If the current owner isn't wearing their hand knit lots, maybe you can bid to buy it from them, and join the list as someone that will.

Here's how The Always Wear Red Unique Ecosystem Works. In 2 steps.

Why hand knits?