5 Reasons Why We Are Knitters (WAK) Is Dominating The Global Slow-Fashion Movement: 2025 Business Update

We Are Knitters (WAK) has successfully transformed a traditional craft into a modern, global DIY fashion phenomenon, capitalizing on the growing demand for slow-fashion and mindful hobbies. As of late 2025, the Madrid-based company continues to expand its influence, not just as a supplier of yarn but as a massive online community of over one million knitters and crafters. The brand’s unique approach—offering all-in-one kits with everything needed for a project—has made complex knitting accessible to a new generation. The company's commitment to ethical sourcing and its recent high-profile business developments confirm its position as a leader in the creative industry. The latest corporate news, including significant investment and a reported acquisition, highlights the brand's substantial value and its future potential in the global market.

The Founders and Corporate Milestones: A Madrid Success Story

The foundation of We Are Knitters is rooted in the vision of its Spanish co-founders, Pepita Marín and Alberto Bravo Reyes. They launched the company in 2011 after identifying a gap in the market for stylish, modern knitting supplies that appealed to a younger, fashion-conscious audience. What began as a simple idea—to make knitting cool again—quickly grew into an international enterprise. The company's headquarters remain in Madrid, Spain, but its reach is global, shipping kits and yarn to crafters worldwide. The corporate journey of WAK has seen notable milestones, reflecting its rapid growth and market appeal:

• Founding Year: 2011 (some sources cite 2010).
• Initial Concept: Selling all-in-one knitting kits that include the pattern, needles, and yarn.
• Strategic Acquisition: In June 2021, We Are Knitters completed a Merger/Acquisition with Funem studio.
• Recent Investment: The company sold a 10% stake to an investor group led by Pablo Fernández, signaling strong investor confidence in its business model.
• 2025 Business Update: The company was reportedly acquired on June 23, 2025, for an amount of $1.05 Million, with the transaction facilitated by Abencys. This acquisition marks a significant new chapter for the brand's future direction and expansion.

This trajectory of growth, investment, and acquisition underscores WAK's success in becoming more than just a hobby supplier; it is a major player in the global DIY fashion and e-commerce space.

WAK's Commitment to Ethical Sourcing and Sustainability

One of the core pillars of the We Are Knitters brand identity is its dedication to sustainability and ethical sourcing, aligning perfectly with the values of the slow-fashion movement. This focus is a major draw for modern consumers who prioritize conscious consumption. The brand actively promotes the idea of making your own clothes, caring for them, and contributing to a more sustainable planet by rejecting the fast-fashion cycle.

The Integrity of WAK's Yarn and Wool

We Are Knitters is highly transparent about the origins and composition of its materials, which is key to building consumer trust and topical authority.

• Peruvian Wool: A significant portion of WAK's animal fibers, such as their high-quality wool, is ethically sourced from Peru.
• Non-Mulesed Standard: The company sources its wool from non-mulesed sheep, a critical ethical standard in the wool industry.
• Eco-Friendly Alternatives: WAK has introduced innovative, eco-friendly yarns like The Tape, a lightweight and sustainable fiber that appeals to knitters looking for non-animal-based options.

By emphasizing the ethical sourcing of its natural fibers and promoting the longevity of handmade garments, WAK has positioned itself as a conscientious brand in the crafting world. This commitment is a key differentiator from competitors and a major factor in its global appeal.

The All-in-One Kit Model and Key Product Entities

The genius of the We Are Knitters business model lies in its all-in-one knitting kits and crochet kits. This simplified, project-based approach removes the intimidation factor for beginners and provides convenience for experienced crafters. Every kit is a complete package, containing the pattern (for both beginners and advanced users), the necessary amount of yarn, the correct size of needles or crochet hook, and a sewing needle for finishing. This model ensures a seamless crafting experience, which is crucial for building a loyal customer base.

Essential WAK Yarn and Kit Entities

The company's product line is defined by its distinct yarn types, which are key LSI keywords and entities for the brand:

• The Wool: The flagship, bulky yarn, perfect for quick projects and cozy garments.
• Petite Wool: A lighter weight version of their classic wool, suitable for more detailed projects.
• Meriwool: A high-quality merino wool option, known for its softness and drape.
• The Cotton: A natural fiber option for summer projects and warmer climates.
• Boucle Cloud Yarn & Touch Me Mohair: Specialty yarns that cater to specific texture and luxury trends in hand-knitted fashion.
• Baby Alpaca: A premium, incredibly soft fiber, often ethically sourced.
• Specific Kits: Recent or popular project kits include the Fresco Cardigan Kit and the Dinka Scarf Kit, which demonstrate the brand's focus on contemporary garment design.

By constantly updating its patterns and yarn collections, WAK stays at the forefront of DIY fashion trends, ensuring its community always has a fresh, exciting project to start.

The Power of the WAK Community and Global Reach

Beyond its products, We Are Knitters is fundamentally a community-driven brand. The company has successfully cultivated a massive online presence, making the solitary hobby of knitting a shared, social experience. The WAK community is vast, boasting over one million members across its social media platforms. This community acts as a powerful engine for growth, providing inspiration, support, and organic marketing through shared projects and finished garments. This social proof is invaluable in attracting new knitters. The brand's success is a testament to its ability to bridge the gap between traditional craft and the digital age, proving that the desire for mindful, handmade creations is stronger than ever. The recent business moves, from the investor stake sale to the reported 2025 acquisition, solidify We Are Knitters' status as a market innovator and a leading voice in the sustainable, creative economy.