Meet the Founder: The Story Behind Alpaca Apparel
Alpaca Apparel didn’t begin as a business idea, it grew naturally from my daily life with my alpaca herd in the New Forest. Spending every day with these animals, watching the seasons shift around them, and learning the nuances of the fibre they produce shaped everything that followed. Living this closely with alpacas gives you a deep respect for the material they grow, and that respect became the foundation of the brand.
What drove you to create your brand?
The idea for Alpaca Apparel came from the field, not a boardroom. I began grading fibre myself and quickly realised how exceptional British alpaca fleece is and how often it disappears into anonymous supply chains. I didn’t want the fibre from my herd to be blended, lost, or undervalued. I wanted to honour it properly. The brand became a way to turn the softness and integrity of my herd into something wearable, traceable, and meaningful.
What is the thought process behind your designs?
My design process always begins with the fibre. Alpaca has its own natural drape, softness, and warmth, so I design around what the material wants to do. I’m drawn to calm, effortless pieces that support your life rather than perform for it. The most personal designs are those made from fleeces of alpacas I’ve raised since birth. When you’ve known an animal its whole life and then hold the yarn spun from its fleece, the final garment carries a story only you can tell.
How does your environment influence your work?
The New Forest is woven into everything I create. Its colours, textures, and quiet pace shape the brand’s aesthetic. Living here teaches you to slow down and appreciate natural beauty without embellishment and that same calmness runs through my knitwear. Even the fibre reflects the environment: the grazing, the climate, the stillness of the land all contribute to the quality of the fleece.
What are your brand’s core values?
Traceability, integrity, and respect for the animals sit at the heart of Alpaca Apparel. Every piece begins with my own herd, so I can tell you exactly which alpaca produced the fibre. That level of provenance is rare, even in luxury fashion. I work in small batches with British mills and craftspeople who share my values. Nothing is rushed or mass‑produced. The process is slow, intentional, and deeply connected to its origins.
How would you describe your customer?
She values quality over quantity. She’s thoughtful about what she brings into her life and cares about natural fibres, craftsmanship, and the story behind what she wears. She isn’t interested in fast trends or loud branding , she wants pieces that feel grounding, soft, and quietly luxurious. She buys fewer things, but she buys better and she wants those things to mean something.
What is your favourite thing about running the brand?
My favourite part is the closeness to the process. Walking into the field each morning and seeing the alpacas grazing, knowing their fibre will eventually become something someone treasures, is grounding. An unexpected perk has been how emotional the process can be. When someone tells me a piece makes them feel calm or that it’s the softest thing they’ve ever worn, it feels deeply personal, because it is.
Where do you hope the brand will go next?
My long-term vision is to elevate British alpaca fibre to where it deserves to be: recognised and valued as a luxury material. I want Alpaca Apparel to remain small-batch and intentional, but with a growing community of women who understand the beauty of provenance-led clothing. In the future, I see a fuller collection, deeper collaborations with British mills, and even more transparency. I want to continue proving that fashion can be slow, ethical, and luxurious , and that some of the world’s finest fibres are being grown quietly here in the UK.