About us

why we're here

Billy here, co-founder and head of nice things at simswear.

I’ve always thought that when something is made well, you use and trust it more.

The idea of making things properly has always been normal to me. I grew up around parents who design furniture to last centuries and celebrate time honoured techniques, as well as the people who have mastered them. Longevity was never a selling point. It was simply the expectation.

Because we genuinely care about provenance, everything Rory and I do is led by two principles;

1. Clothing should be designed for life; to be lived in and to last

2. How something is made matters just as much as what it becomes

When exceptional materials and skilled makers come together, I know I can trust the product to stand up to life. That trust, often overlooked, is a design feature in itself. It frees me to reach for something without thinking twice, to wear it hard and to keep coming back to it year after year.

How our products get here is just as important as what we do with them.

The stories they carry, who made them, how they were crafted and how they are worn, give each piece a meaning that deepens with every use. Time honoured craft connects us to past ways of life, while our own lived experiences build a personal relationship with each piece.

how we do things

I'm Rory - the other co-founder, and head of cog turning at simswear.

As a teenager, I spent school and uni holidays working in a Northamptonshire shoe factory, where I gained a deep appreciation for true British craftsmanship and products that are designed to last.

Inspired by how a well-made leather shoe embodied long-term thinking and customer satisfaction over profit chasing, I wanted to build a brand founded on those same values.

Everything we do today is centred around our two core principles. You can check out below how we do things and why it matters.

knitted to order

Everything we release is produced in made to order batches. We hold no stock, meaning there is zero waste.

Selling ahead of the season means your knitwear arrives ready to wear when it’s needed. While the knitting is taking place, we bring you along the journey, from wool to finished garment, so you understand how your piece comes to life.

The result is a piece that has been made only for you, building a strong connection that you’ll live with for a long time.

limited edition drops

Limited drops allow us to focus our time, energy and resources on making a handful of pieces exceptionally well, rather than spreading ourselves thin across broad collections.

This approach also creates space to introduce you to the makers behind each piece and share the journey it takes to reach you. Each product has a clear origin and a story that’s worth knowing.

Each drop is designed and made once. We don’t repeat collections or restock past items, which allows us to focus on discovering new methods, materials and makers of fine British knitwear.

made in the uk

When it comes to knitwear, the UK has generations of skill behind it. Our yarn spinners are world renowned, and our knitters carry decades of experience that shows in the finished product.

Making locally allows us to work closely with specialist makers, maintain high standards, and support the communities that keep these skills alive. Knowing where your knitwear is made, and by whom, is part of its value.

Natural fibres only

We will only ever use natural fibres. They're better against the skin, have superior thermal properties, and are a renewable source, with sheep and goats needing annual sheering. At the end of your knitwear's life, due to its pure natural fibre makeup, it can be composted and returned to the earth.

Fair pricing

A stockless model removes the cycle of constant sales and discounting that has become normal in an industry built to flog you the excess.

Many brands increase initial prices to account for future markdowns on unsold products, to still hit target margins.

That means customers often pay more upfront to cover waste elsewhere. We price fairly from the start and never discount, so you can buy with confidence and keep wearing your knitwear without the frustration of seeing it reduced weeks later.

four sales periods per year

Being marketed to constantly is exhausting, and we’d rather be intentional than noisy.

Fewer sales windows mean less interruption and more focus. It also allows us to spend less on marketing, directing that investment back into design, materials and construction instead of constant promotion