Brand Director Sharon Brant worked with Mashaal on the concept of creating a campaign to focus on one garment that could be perfect for a range of different women, regardless of age, height, weight or style choices. Staff and customers of Needle & Skein were quick to volunteer to take part. Together they unanimously selected the Horizon cardigan, a pattern in our new Tweed Haze yarn.

With eight tweedy options to choose from, they each selected the colourway that works with their wardrobe, and started out on the easy knit, connecting frequently over Zoom to share their progress. In June, when restrictions were lifted, the group were all able to get together in a great studio in the NE Minneapolis Creative District, and we videoed their creations, with the view of highlighting that Rowan garments are designed to be worn by everyone. They each brought their own style to the shoot, working their new cardigans into their existing wardrobes.