In these cold winter months, it is the optimum time to pull on a woolly jumper to keep ourselves warm. WoolOvers came to Copperdollar Studios to photograph their Spring Summer 2019 collection of knitwear. Their Creative Production Co-ordinator, Anna Lane, discussed how their photo shoot went in the studios, their heavy environmentally-friendly conscience, and details behind the ethos of the WoolOvers company.
WoolOvers is a knitwear label based in Sussex that focuses on making quality natural knits. We concentrate on making colourful knitwear for colourful characters, that will last a long time. I first joined WoolOvers almost two years ago and now co-ordinate creative production. I was drawn to the company not only from a professional point but also because of the community and spirit they have there. They are definitely colourful characters!
We were actually a bit nervous shooting Spring in the middle of winter, we really wanted to capture the warm mood of the collection and it’s very hard to do that with short, cold days. But Copperdollar has a very natural, warm feel – very in line with our brand values. There is also a lot of light coming into the studio from the south facing windows, so this was a luxury for us and we worked mainly with natural light. I feel like we really elevated our lifestyle imagery during this time in the studio.
How did you first hear about the studio space?
Our photographer had been recommended it by a colleague and we thought it was perfect for us.
What is your favourite aspect about Copperdollar Studios and what makes it different from studio spaces you’ve used previously?
Copperdollar is unique because it has different textures and backdrops that you can work with to provide a diverse range of imagery. It gives a lifestyle without even having to dress the set. Our second favourite aspect is that if you get a nice day, the lighting is beautiful streaming through the windows.
Where does WoolOvers’ design inspiration come from?
We are clearly inspired by nature and all the fantastic fibres it offers. We started our life at Country and Equestrian shows up and down the UK, and like our customers, we love the great outdoors and like to do our bit where we can. We are also inspired by our own customers, all those confident women, who are in their mid-fifties and above and like to be up-to-date, comfortable and colourful – but not a slave to fashion trends. They expect quality and believe in the benefits of a natural lifestyle. Their age does not define them, rather their attitude to a full, aspirational, outdoorsy lifestyle.
How has the WoolOver’s brand diversified over the past three decades, setting you apart from other brands?
We have been making quality knits for nearly 30 years and since the very beginning, we believe in doing it naturally. Our quality is superior to much of the high street for the price of an inferior acrylic mix jumper, and even though the price of wool has risen over 50% since the beginning of 2017, we try to keep our prices low. We care about people and the planet. Natural yarns and processes are better for the environment and produce clothes that are healthier to wear.
Where could we see more of the WoolOvers’ collections?
Over 30 years WoolOvers has embraced a multi-channel sales model. We currently sell through our catalogue, our website, Amazon/Ebay, country shows, concessions at Beales stores and we’ve got a small factory shop in Burgess Hill.