To create luxurious ecological, British knitwear that is respectful of both the environment and the individual wearing it.
To dispel perceptions of what a ‘Green’ fashion label should be.
The collection will always be driven by good design and manufactured in the most socially responsible and ethical manner as possible.
Driven by design, ecological by nature
Jo Storie is a knitwear designer with over 13 years experience of working as a commercial designer and design director in London and New York.
Jo graduated from Heriot Watt University (formally known as The Scottish College of Textiles) with a First Class Honours Degree in Knitted Textiles.
She went on to design for prominent cashmere brands Tse Cashmere and Ballantyne Cashmere in London before relocating to New York to take up senior design posts at some of Americas most high profile labels, J.Crew , The limited and Ann Taylor.
On her return to the U.K in 2004 Jo decided to pursue her dream of having her own knitwear label and founded ‘Jo Storie’.