For us, the inspiration behind every garment always leads back to the same source: the wild sea, the shifting light, and the rugged beauty of the Swedish west coast. It’s where our philosophy, Mind in open air, was born, and it continues to guide everything we create. Behind every garment lies a journey of craftsmanship and curiosity, guided by patience and care. It begins with an idea, inspired by the seasons, the changing weather, and the yarn in our hands – how it feels, how it moves, and what it can become. A rhythm that turns inspiration into something real. Each collection takes about sixteen months to create — a process driven by craftsmanship and care, shaped by patience and a sharp eye for every detail.

“Knitting is at the heart of everything we do. We believe a wardrobe can be knitted from head to toe.”

Knitting is at the heart of everything we do. We believe a wardrobe can be knitted from head to toe, and our love for natural fibres such as cotton, merino wool, mohair, alpaca, and cashmere runs deep. These fibres bring warmth, breathability and comfort. Sometimes a small amount of synthetic yarn is added to give strength and form. The key is balance: every composition must support the garment’s function, feel and longevity. It is all about creating garments that perform beautifully and last, growing softer and more personal with time.

Every yarn has its own character and inspires the textures and techniques we explore. Some patterns come from our archive, others are entirely new, all developed to highlight the depth and versatility of knitwear. Details are never decoration alone; they define each piece. A carefully placed cable, a split hem or a contrasting inside knit gives the garment its personality and makes it feel genuinely ours.

Every Holebrook garment is designed from scratch, by hand. As the pieces take shape, every choice from yarn to zipper, stitch to label, is made with intention. We design every blueprint and measurement ourselves, leaving nothing to chance. We work closely with European partners who share our commitment to quality and responsible production. Many of these collaborations have lasted for years, built on trust and mutual respect for craftsmanship. We visit our factories regularly – not only to follow the process, but to nurture the long-term relationships that are the best guarantee to retain quality over time.

When a Holebrook sweater arrives at our warehouse in Ulricehamn, they’ve travelled a long way – not in distance, but in dedication. It carries the care of many hands and just as many decisions. From the first sketch to the final touch, every step is made with purpose and intention.

Finally, our knitwear reaches stores and wardrobes around the world. But the story of the garment has just begun. A Holebrook sweater is never just made for one season – it’s made to be worn, cared for and loved for many years to come. A true companion born from the rhythm of knitting, the spirit of the coast, and a passion for enduring quality.