Knit-ted
Modern Living
A conversation with Petra Stapper, founder and co-owner of the Dutch label Knit-ted, about successful brand building and the importance of timeless easyness for success.
Interview: Claudia Jordan. Photos: Knit-ted
Petra, Knit-ted has a strong brand philosophy. Please describe it.
Petra Stapper: Clothing should feel like an extension of our own personality; it moves with us, supports us and must never overwhelm us. That's what we call the lightness of elegance. At Knit-ted, we design pieces that feel good against the skin and adorn us effortlessly. With only two collections a year, we take a deliberate and consistent approach: timeless designs, soft materials and a fit that stays season after season.
Personal style is becoming increasingly important for the modern woman. How do you see the new look?
For us, the new look is not about fashion trends. It's about feeling good in what you wear. At Knit-ted, we design pieces that are easy to look good in. Comfortable, sophisticated and timeless. Made to support rather than detract.
What steps are you currently taking to position the brand?
We remain true to our values: we do not pursue fast fashion or loud statements. Through thoughtful storytelling, seasonal campaigns and a strong visual identity, we bring our philosophy to life across all channels. We also strengthen our presence with the right partners: retailers who understand our vision and value long-term collaboration. We want real relationships, both in B2B and with the women who wear our designs, and long-term connections - with our clothes and with the people we work with.
