Material over message

Rebranding The Knitwit Stable, a Dutch regenerative knitwear company

Most sustainable brands don’t struggle with intention, they struggle with connection. Because regenerative principles don’t land when they’re explained as systems. They land when people can feel them. That was the starting point for our work with The Knitwit Stable.

Our approach

The Knitwit Stable was built on a strong regenerative vision, but its brand was communicating like a knowledge institute focused on systems, processes and impact.

We reframed the brand from sustainability-led to material-led.

Instead of explaining regeneration, we made it tangible through wool.
As something that comes from a landscape, a living animal, and carries both physical and emotional value.

From landscape to fibre, to knitwear worn on the body.

The aim was not to simplify the story, but to make it easier to relate to.
To shift the brand from sustainable positioning to something people actually feel.

What we are doing now

We are currently implementing the rebrand across identity, communication and campaigns.

In parallel, we are running a pre-order exploration sprint.

The focus: understanding what it takes for customers to actually adopt pre-order.

Because pre-order, like other circular models, does not succeed on logic alone. It depends on whether it fits real behaviour.

We are mapping:

• Barriers

• Incentives

• Conditions for adoption

Through surveys and in-depth, one-on-one interviews.

The insights will directly inform how the pre-order model is positioned, designed and communicated.

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.