We have been busy behind the scenes, reflecting on what OUBAS is, what it means and all that lies ahead…
Our purpose is simple. We want to empower people in their everyday lives, to enable the wearer to connect to their truest self, through pieces that have been considered in every aspect, that are of benefit to the wearer, the maker, and the environment.
Our philosophy is based on the belief that knitwear is not just an item to wear, it is a way to connect to one’s truest self and holds the memories we create every day. Many know of the strength and memories that our hair holds, we see it with knitwear as well – the security, comfort, the quiet support for those memorable moments in life, even putting on a loved one’s knitwear and the evocations of the smell and feel – not to mention the origins of the fibres and the conditions for the animals creating the wools in the first place.
Each garment is made to order. This process, pioneered by OUBAS, eliminates wasteful production and shifts the British manufacturing industry into streamlined processes, using what is needed, driving aspirational demand and exclusivity, and strengthening the luxurious, treasured nature of British knitwear.
With this revived sense of self, we wanted to create a new campaign that reflects this revived ethos, a celebration of all that we are - and the natural focus for this was our customers.
Ten women, all customers, came to visit the OUBAS studio and caught up with Kate and the team, saw the creation process, talked through the significance of their OUBAS pieces and modelled our new designs.
The day was beyond empowering, for us as a team and the fascinating group of women, brought together with a common thread and discovering many more on the day. Each has a tie to the brand, and lives in or around Cumbria, so it was an insight for all to be much closer to the origins of their clothing than they had realised, giving a deeper connection to their treasured OUBAS pieces.
Much more than knitwear.
Jo Bentley – Mindfulness Coach – in a bespoke Cashmere & Eri silk cardigan (limited edition, made to order)
Sarah Edmundson – co-host of podcast 'How Long have you Got?' - in Eden Cocoon Dress in Natural Indigo
Kirsten Malwhinney – Skincare Communications Consultant - in the Freyja British Wool Cable Sweater in Ecru
Alyson Dickson in Eden Herb Dyed Merino V-Neck Sweater in Henna:
Our campaign stars:
Sarah Edmundson – co-host of podcast 'How Long have you Got?' - in Eden Cocoon Dress in Indigo (natural indigo) – Featured with co-host in The Times Magazine
Jackie Edmundson – Sarah’s Mother - in the Blisco Sweater in Rust
Lindsey Cooper – founder of Homeware company Rowan Charles - in Eden V Neck Sweater in Heather
Sally Bamber - Watercolour Artist - in Tricot De Peau long sleeved in Chestnut
Nicky Wilson – OUBAS Founder Kate Stalker’s Mother - in the Elba British Wool Sweater in Old Rose and the Freyja Cardigan in Calluna
Kirsten Malwhinney – Skincare Communications Consultant - in the Freyja British Wool Cable Sweater in Ecru
Jo Bentley – Mindfulness Coach – in the Brant Wrap in Silver - online now - also wearing a bespoke Cashmere/Eri silk cardigan (limited edition, made to order)
Amy Bhandari in the Lawson Donegal Merino Vest in Charcoal
Vivien Parr-Burman in the Tricot De Peau long sleeved in Indigo and the Freyja British Wool Cable Sweater in Navy
Alyson Dickson in the Eden Herb Dyed V-Neck Sweater in Henna:
Photographer: Samuel Binstead
Assistant: Olivia Gray
Stylist: The OUBAS team
Hair and make up: Our models!