Status: In Development
Started on March 20, 2026
Last updated on March 26, 2026

This project began with our new handwritten logo.

On March 20, 2026, we finalised a new brand logo in a handwritten style, mainly intended for embroidery. Around the same time, we had also been discussing something else: how our product line was starting to feel, and what might be missing from it.

A lot of our pieces are built around large motifs inspired by paintings and colour studies. That way of working still feels very natural to us, and it remains an important part of our visual language. But Alice raised a point that stayed with us. When too many of those styles sit together, the line can start to feel too full. Instead of making the design language stronger, it can make everything feel a little flatter. There is less contrast, and less room for quieter pieces to do their job.

Our original aim was never to reduce ourselves to one kind of expression. We want to keep building around colour, motif, and knitwear, but that does not mean every piece has to speak in the same way. We also need simpler styles. More understated ones. Pieces that still feel like us, but bring a bit more space into the line.

That is where Project No.39 started.

At this stage, it is a relatively simple knitwear style built around one of our usual bright colours, finished with a small embroidered handwritten logo.

Started on March 20, 2026

The starting point

This project started on the same day we confirmed our new handwritten logo.

At first, the logo itself was the main focus. We were thinking about how it would work in embroidery, how it might sit on knitwear, and whether it could become part of a garment without feeling too obvious. But quite quickly, the conversation became larger than the logo itself.

We realised this could also be a way to step back slightly from the large, painting-led surfaces we have used so often, and make room for something quieter in the line.

Not plain for the sake of being plain. Not minimal in a cold way. Just simpler, easier, and a little calmer. Something that could bring more breathing room into the collection while still feeling like us.

So rather than building the garment around a full motif, we started from something much simpler: colour, knitwear, and a small embroidered mark.

Updated on March 25, 2026

Logo placement

Following that first idea, we began thinking about placement.

At the moment, we are leaning towards placing the logo on the left chest, but slightly lower than where it would usually sit. We do not want it to feel too standard, and we do not want it to stand out too much either.

We want the logo to be there, but in a quieter way. Something that feels intentional without becoming the whole focus of the garment.

It is a small adjustment, but it changes the mood quite a lot.

Updated on March 26, 2026

Yarn and shape

For the yarn, we are still leaning towards one of our usual starting points: our signature extra-fine 100% merino wool.

It is the yarn we return to most often when we want softness, clarity of colour, and a lighter handfeel. For this project especially, it feels like the right place to begin. Because the design is quieter, the yarn matters even more here.

For the shape, we are currently moving towards a more relaxed fit rather than one of our usual oversized silhouettes. We want this piece to feel easy, familiar, and less specific in attitude. Something more approachable, and a little more universal in how it wears.

The next step is colour.

At the moment, we are most likely to develop this style in several colourways. Red and white are the first ones on the table, and we expect to confirm the initial colours within the next week before moving into the first proto.

For now, the project is still at an early stage, but the direction is becoming clearer.