Oh how I love a brand with a good story. Who doesn't, really? Knowing the provenance of a brand makes all the difference in how you feel about a product, and I think it's actually a brilliant marketing tool.
With the return to traditional techniques, local materials, handmade, etc., I think people want to believe in what they're buying and are turning away from enormous faceless corporations mass-producing things in who-knows-where.
S.N.S. Herning definitely fits the bill...
According to online boutique Gargyle...
"S. N. S. Herning was founded by Soren Nielsen Skyt. As a young man he made his living selling knitted garments to the fisherman of Denmark. In the 1920’s he started to explore new knitting techniques that would make his sweaters warmer. He knew that the fisherman of the Danish West Coast were in need of woolen sweaters to help them bear the rough weather at sea. In 1931 he succeeded in making a sweater that would serve this purpose, today renowned as the Fisherman’s Sweater.
To this day, S. N. S. Herning knits are crafted in the same old manner, using the original machines, in the original factory. Production is very limited, and as a nod to this fact, every item is signed in hand by the artisan who makes it."
However, may I submit again that the menswear industry is doing a much better job of this than womenswear? I feel like all the cool brands that are promoting their use of the traditional methods, local materials, etc. are all for men! Why aren't womenswear brands onto this trend yet?
Maybe it's because menswear has a pretty limited range of actual articles and styles, and so they are more focused on craftsmanship as a means of differentiating themselves?
But still, women do wear button down shirts, sweaters, etc., so I think there is definitely room in the market for a womenswear company that does all these staples well like some of the menswear brands out there... until then, I'm tempted to just wear some of these ones for men.
See also: Apolis Activism and Stanley & Sons for more brands with great stories here , and Madewell for menswear vs womenswear debate here.
S&S Herning website.