As the founder and CEO of the Dutch label Knit-Ted, Petra Stapper has developed into an expert in knitting goods in the past 16 years. From the selection of the yarn, stitches and silhouettes to the end product and marketing, it is involved in the entire process. In an interview with Fashionunited, Stapper talks about her passion for knitting goods, the design process and the ‘Ease of Elegance’ brand concept. One thing is clear-Stapper is closely linked to knitting goods: “I breathe Knit-Ted.”
String goods: craft and innovation
What started with a modest collection of six styles 16 years ago has developed into an international brand that is available in several countries. “I’ve always been a sweater type,” says Stapper. “For me, knitted goods feel like a natural product, and I wanted to deal more intensely.”
But why knitting? What makes it so special? For Stapper, the attraction lies in the versatility: “You start with a yarn and create a complete silhouette. There are always surprises within the technology. Two manufacturers can work with the same requirements and still deliver another end product. That makes the craft so exciting. “Strick requires technical precision; The choice of fineness, tension and mesh determines the look and the wearing feeling of each individual piece. With Knit-Ted, these factors are clearly structured, the focus is on warm and neutral colors, timeless design, high-quality materials and the appreciation of subtle details.
The creative process at Knit-Ted
“Every season begins with a mood board and a color selection that form the basis for the collection. We usually work with three color groups and always start selecting the yarns and structures before we go to the design, ”explains Stapper. Trend books such as the trend union of the Dutch trend researcher Lidewij Edelkoort play a role, but the brand remains true to its own style. “Our target group are women who stay true to themselves, reserved, but stylish. We do not design for trends, but for permanent, timeless elegance. “
Stapper admits that it is very easy for her to design a collection. She is very close to herself and her target group and relies on her intuition and feeling. “By really designing the brand and actually being the Knit-Ted customer, I always succeed in doing it.”
In addition, the development and definition of the brand core continued to consolidate Knit-Ted’s handwriting last year. “This brand core, ‘Ease of Elegance’, defines everything we do and summarizes who we are,” says Stapper. “Our designs have to combine elegance and portability. That helps us make decisions: fits a design with ‘Ease of Elegance’? Then we know that we are on the right track. “
Material selection and sustainability
Sustainability is a central value for Knit-Ted. “We work as much as possible with natural yarns. I would never choose a fully synthetic yarn like 100 percent polyester, ”said Stapper. “We work with a thread supplier: inside that attach great importance to sustainability.” For Knit-Ted, sustainability is not only a question of the use of materials, but also the product life. “The most beautiful compliment is when customers say: ‘I have been wearing my Knit-Ted sweater for four years and it still looks perfect.’ For me that is real sustainability. “
With Knit-Ted, Strick is not a short-lived fashion product, but an investment in a versatile wardrobe. “Our neutral colors are not boring, but complex and subtle,” says Stapper. “We bring excitement to our collections by working with structures, not with shrill prints.” The addition of the market was supplemented by woven fabrics and synthetic leather pants, but the heart remains the heart. “We develop our other product groups to support the rope, not the other way around.”
The future of Knit-Ted: ‘Ease of Elegance’
In the meantime, Knit-Ted is working on several fronts at the same time: While the spring/summer collection 2025 comes to stores, the autumn/winter collection 2025 is sold in the showrooms, and spring/summer collection 2026 is in the design phase. “Sometimes I have to think briefly in which year we are,” laughs Stapper. “But that is exactly what makes this job so dynamic.”
With a strong vision of ‘Ease of Elegance’, technical expertise and a clear brand strategy, Knit-Ted continues to develop into a leading knitting brand. Stapper: “We remain true to our core values and grow as it suits us. For me that is the strength of Knit-Ted. “