Hope Macaulay on Handmade Knitwear, Slow Fashion, and Building a Global Brand

Known for her vibrant, handcrafted knitwear and bold commitment to sustainability; Hope Macaulay is one of the most exciting voices in independent fashion today. Blending surrealist fashion with sustainable design, her Northern Ireland-based brand has garnered global recognition and caught the attention of A-list celebrities. In this interview, we dive into her creative process, how she built her fashion brand from the ground up, and why handmade, ethical clothing matters now more than ever.

What Inspired Hope Macaulay to Start Her Fashion Brand?

Your bold, handmade pieces have become instantly recognisable, but what originally sparked the idea to launch your own brand, and how has growing up in Northern Ireland influenced your creative path?

I launched my brand after graduating from university, where I fell even more in love with textiles, colour and expressive design. I wanted to create something truly unique—pieces that felt like wearable joy and art, made by hand. Growing up in Northern Ireland has shaped me in many ways. It gave me a strong sense of storytelling and tradition, which I’ve combined with my love of surrealism and creating dreamlike, imaginative worlds. That fusion of fun, colour and expression is what drives my creative vision.

Growing up in Northern Ireland has shaped me in many ways. It gave me a strong sense of storytelling and tradition, which I’ve combined with my love of surrealism and creating dreamlike, imaginative worlds.

Learning to Knit from Her Grandmother: The Origins of Hope Macaulay’s Signature Style

Your grandmother taught you how to knit – a tradition that’s now central to your brand. Was it a skill you instantly connected with, or something that grew into a passion over time?

It definitely began as a lovely connection with my grandmother. She was the first person to teach me how to knit, and I’ll always treasure those memories. I knitted with her when I was young, but it wasn’t until university that I started experimenting more with different materials, bold colours, prints, beading and embroidery. Knitwear stood out to me and quickly became the most exciting medium to create with. It quickly became clear that it was the heart of what I wanted to do and it naturally evolved into the brand.

Behind the Scenes: Hope Macaulay’s Creative Process From Sketch to Stitch

Each of your pieces feels like wearable art. Can you walk us through your creative process, from concept to boxing up a final design?

I note down ideas on my phone whenever inspiration strikes at any time of day. Then I start building inspiration moodboards and sketching, whether on paper, iPad or computer. From there, I experiment with materials, especially our signature Colossal Knit, and play with colour combinations, graphics and embroidery. Once the design is finalised, one of our amazing knitters brings it to life by hand. We’ll tweak and adjust it until it’s just right. 

Ethical Fashion in 2025: How Hope Macaulay Champions Sustainable Design

Your brand is known for championing slow, sustainable fashion. How do you source your materials responsibly, and what does ethical fashion mean to you in 2025?

Sustainability has always been important to me. We work with trusted suppliers who share our values, including artisan mills and local partners. Our wools are 100% natural, biodegradable, and ethically sourced. To me, ethical fashion in 2025 means being transparent and responsible at every stage—respecting the people who make your clothes, honouring the planet that provides the materials and creating something meaningful for customers who care too.

Empowering Local Artisans: Inside Hope Macaulay’s Northern Irish Knitting Community

You’ve built a 20-strong team of extraordinary knitters across Northern Ireland – what makes these women so integral to the brand, and how do you foster that close-knit sense of community?

They are the heart of the brand. Each knitter brings incredible skill and care to every piece. They work from home across Northern Ireland, and together we’ve created a strong, supportive network. We often meet for knitting get-togethers where we just sit, knit and chat. It’s about so much more than making garments—it’s about creating purpose and connection through meaningful work. I’m so grateful for every single one of them.

Hope Macaulay on Dressing Gigi Hadid and Other Celebrity Milestones

From your first launch to dressing Gigi Hadid, Naomi Osaka, Rosalia and BLACKPINK’s Lisa, what’s been the most surreal or defining moment in your journey so far?

There have been so many surreal moments, but I’ll never forget the first time I saw Gigi Hadid in one of my knits. It was such a pinch-me moment. That kind of recognition felt like a dream, but what really defines the journey for me is seeing how people connect to the pieces. When someone tells me their Hope Macaulay knit gives them confidence or comfort, that’s what really stays with me.

Another defining part of the journey has been building the brand alongside my family. My sister Beth, my mum Lesley and my boyfriend Josh are all part of the team. Having the people I love and trust most working with me makes every milestone feel even more special.

There have been so many surreal moments, but I’ll never forget the first time I saw Gigi Hadid in one of my knits. It was such a pinch-me moment.

The Power of Social Media: How Hope Macaulay Built a Global Following

With over half a million followers on social media and a growing celebrity fan base, how has digital visibility shaped your brand’s global reach?

Social media has been such a powerful tool in sharing our story and handmade pieces with the world. It’s allowed us to grow organically and connect with people who truly value slow fashion and bold design. Instagram especially has been key in showing the creative process, from behind-the-scenes to the finished piece. That openness builds real trust and excitement. It’s helped transform a small brand from Northern Ireland into something global, which still amazes me.

What’s Next for Hope Macaulay? Scaling Sustainably with Community and Colour

You’ve accomplished so much in just five years – from Forbes 30 Under 30 to international acclaim. As the brand continues to scale, what’s next for Hope Macaulay?

I’m always dreaming up new ideas. Right now, I’m focusing on expanding our yarn and DIY offerings through Hope’s Wool, which brings the creativity directly to our customers. Another big focus is working with more Irish wool. It’s such a beautiful, natural resource that hasn’t been properly valued, and I want to help change that by celebrating its potential in luxury fashion. Whatever’s next, it will always stay true to colour, craft and community.