Granny’s finest is a fashion brand that fights loneliness among elderly, with gorgeous chunky knitwear accessories.
The ‘granny’s’ are the heart of the company. 329 elderly ladies and 2 gentlemen, come together in knitting clubs across the Netherlands. Together they socialise, drink coffee and knit away. Young designers are asked to design a collection, which is a great way to build their portfolio. And to learn from the granny’s. With up to 60 years of knitting experience they’re not shy to voice their opinion, resulting in even better designs.
Next to these weekly knitting clubs, the granny’s are regularly invited by the Granny’s Finest team to join them on a trip or excursion, to a museum, to have a high tea or to visit an event like Dutch Design Week.
The project is a great way for the elderly to socialise and feel part of a bigger network. Of course it’s important to thank your granny for your new favourite piece of knitwear. On the website you can find your granny and send her a postcard. Simply take a selfie rocking your new scarf or beanie, upload the picture and add some kind words. Thanks granny and Granny’s finest! Your knitwear is heartwarming on so many levels.