Jo Gordon's Knitwear Philosophy: Where Heritage Meets Innovation

Jo Gordon's approach to knitwear design beautifully balances traditional Scottish craftsmanship with modern sensibilities. Her unique vision is shaped by personal history, material integrity, collaborative processes, and an exceptional eye for color—all culminating in pieces designed to last generations.

The Foundations of a Philosophy

A childhood experience profoundly influenced Gordon's design ethos. When her mother's friend Vilma reproduced a beloved hat for her, it sparked a lifelong appreciation for quality craftsmanship. This personal connection to handmade items, combined with Scotland's rich heritage as a world leader in knitwear production, forms the emotional and cultural foundation of her brand.

Gordon's material selection reflects both practical and ethical considerations. The brand emphasizes natural fibers, particularly wool, valuing its warmth and inherent qualities. They thoughtfully source Scottish fleece for its exceptional strength alongside South African lambswool, which rivals cashmere in softness specifically noted when spun by Todd & Duncan. This sourcing choice is deliberately ethical—South Africa is selected specifically for its high animal welfare standards and prohibition of mulesing practices along with one shipment annually to Scotland. 🙂 

Craftsmanship: Traditional Meets Contemporary

The manufacturing process represents a perfect marriage between heritage techniques and modern innovation. Gordon collaborates with small Scottish manufacturers, deeply valuing their specialized skills while constantly seeking ways to "mix the old with the new." This philosophy manifests in the brand's use of state-of-the-art, zero-wastage, 12-needle machines that create precise geometric patterns—technological advancement in service of traditional craft.

Gordon's collaborative spirit extends beyond manufacturing. She regularly works with friends, artists, and designers to reinterpret specialisms, use production methods in unexpected ways, resurrect archived vintage patterns, and push the boundaries of traditional knitwear. This includes supporting local heritage industries, such as partnering with the Birlinn Yarn Company on the Isle of Berneray in the Outer Hebrides, helping preserve centuries-old wool-making traditions from heritage sheep breeds.

Color as a Defining Element

Color plays a pivotal role in Gordon's design language. She embraces the flexibility and expressive potential of color, often applying complex color patterns to simple forms to dramatically transform their context and mood. This approach allows her to create pieces that are simultaneously timeless in form yet distinctive and contemporary in presentation.

Creating for Longevity

At its core, Jo Gordon's brand philosophy centers on creating knitwear that endures—both physically and aesthetically. Each piece is crafted to be incredibly soft yet durable, designed not as seasonal fashion but as lifetime investments. This commitment to quality over quantity offers a refreshing alternative to fast fashion, creating pieces with "lasting origins" that can be cherished for generations.

This holistic approach—combining personal narrative, ethical sourcing, collaborative craftsmanship, bold color work, and timeless design—makes Jo Gordon's knitwear both beautiful and meaningful in today's fashion landscape.

Thank You for Being Part of Our Community

Thank you for joining us in celebrating the art of thoughtful design and heritage craftsmanship. At Will Works Studios, we deeply value the stories behind beautiful objects—the hands that create them, the traditions they honor, and the future they help shape.

Jo Gordon's philosophy resonates with our own commitment to elevating craftsmanship that respects both history and innovation. Like you, we believe these stories deserve to be shared.

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Until next time, may you find beauty in the crafted world around you.

With Grattitude,

WIll