Will they care?
A new collection. So what?
Creating a new annual ritual for The Knitwit Stable
A new collection is a big moment for a brand.
But why should it be a big moment for anyone else?
When The Knitwit Stable prepared to launch its new autumn-winter collection and brand strategy, we questioned a familiar assumption: that these milestones alone would be enough to attract press attention and inspire people to buy.
A new collection gives a brand something to announce. But what gives people a reason to pay attention?
We found an answer in something people already recognise: the beginning of a season.
Our approach
We celebrate the start of asparagus season. The arrival of the first wine from a new harvest. The annual apple harvest.
These moments give natural products a place on the calendar. They connect people to where products come from, create anticipation and offer a reason to come together.
So why not wool?
Wool follows the rhythms of nature, too. And as autumn arrives, people naturally start wearing wool again. Yet most of us encounter it only as a finished product, disconnected from the landscape, animals and time behind it.
We created the Opening of the Wool Season. A new annual ritual designed to give Dutch wool a recognisable moment of its own.
By building on familiar seasonal traditions and the natural moment when people return to wearing wool, we turned the launch of a collection into a bigger story about the origins and value of the material.
And unlike a one-off campaign, a recurring ritual has the potential to build recognition, relevance and anticipation year after year.
Bringing the idea to life
On September 17, 2026, we brought the first edition to life at The Knitwit Stable's farm in Baambrugge.
We developed the creative concept, designed and organised the event, and created the PR strategy to introduce the Opening of the Wool Season to a wider audience.
The experience followed the journey from landscape to fibre to knitwear.
Guests discovered the new collection, experienced the material and explored the origins of Dutch wool. The setting, programme and collection presentation were designed to encourage people to engage with the products, try them on and make purchases.
The official opening took place in the very field where The Knitwit Stable's sheep graze.
As a poem brought everyone back to the origins of wool, the sheep entered the field. The final words of the poem marked the beginning of the wool season.
The wool season was officially open.
What happened
The first Opening of the Wool Season brought together press, industry professionals and customers.
Our PR strategy gave journalists a story that went beyond the introduction of a new collection, resulting in media coverage, including on NOS Radio.
The event also generated sales, showing that the experience created commercial opportunities alongside press attention.
Beyond one season
The Opening of the Wool Season was designed to return.
A recognisable annual moment that gives Dutch wool a place on the calendar, marks the return to wearing wool and brings people closer to the landscape, animals and processes behind what they wear.
The first edition generated press attention and purchases.
Whether it becomes a tradition is something the coming seasons will reveal.
How we help brands move forward
For brands working on rebranding or exploring new models, the challenge is rarely the idea. It’s whether people actually adopt it.
We focus on the gap between intention and behaviour.
We help brands:
Reposition and rebrand: from strategy to full rollout
Understand where consumer behaviour breaks down
Design for adoption by removing barriers and strengthening incentives
Translate this into communication and campaigns
For brands considering models like pre-order, we offer dedicated exploration sprints, using consumer behaviour research to shape how a model is introduced, positioned and communicated.
In progress
The rebrand and campaign rollout are currently in development.
More will be shared once the first work goes live.
