Rooted in the rugged charm of traditional cable knits once crafted to keep fishermen warm at sea, Whitby reinterprets classic aran patterns with a modern, flattering silhouette.
Each cable design is steeped in symbolism, signifying good luck, bountiful catches, and fair weather, while showcasing the beauty of the natural world.
The collection comes in undyed Ecru, the pure colour of Bluefaced Leicester fleece, alongside vibrant hues such as Moss, Jam, Plum, and Charcoal, all created using plant-based dyes (Madder, Weld, Logwood, Carmine) in collaboration with a Yorkshire dye house.
Designed with a wide raglan neckline and impeccable balance of cables, every garment is knitted in London, celebrating both heritage and innovation.
“The Whitby Collection is HERD’s charming reimagining of a traditional aran with a modern, considered design”
says Ruth Alice Rands, founder of HERD.
Woven entirely from 100% Bluefaced Leicester fleece (a rare British wool with the softness of cashmere or merino) the tweed redefines one of Britain’s most iconic textiles.
Developed over a year with a master weaver in the Scottish Borders, this fabric offers a luxurious hand-feel far removed from the coarse textures often associated with Harris or Shetland cloth.
It’s a true “field-to-fibre” creation, championing local farmers, traditional craftsmanship, and HERD’s circular Fibreshed principles.
“A tweed this soft, grown and made from British Bluefaced Leicester wool, simply didn’t exist until now”
explains Rands,
“It’s smoother, softer and unmistakably British, from its source to its design.”
With its cult following, this accessory is set to remain a cornerstone of the brand’s cold-weather wardrobe.
Starting with a network of over 30 Bluefaced Leicester sheep farms in Northern England, HERD built an end-to-end British wool ecosystem, ensuring every piece, from field to finished garment, travels fewer than 50 miles.
Over five years, HERD has expanded beyond knitwear into tweed, cotton, linen, and vegetable-tanned leather, always maintaining its “fashion of origin” ethos.
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