Ginnie wears: Wyre scarf, £295; Wyre jumper, £345; all at herdwear.co
Comfort and joy seem the most apt adjectives to assign to today s brand. Not in the manner of a festive carol, of course, but as the answer to what do I want from my clothes right now? To be cloaked in comfort and joy sums it up pretty accurately. Another lockdown, and the now familiar return to our comfiest items. Looser waistbands, silk layers, Birkenstocks, hair-bands to add zest , perhaps a lick of eyebrow mascara for a Zoom call. And that old friend of a jumper.
Herd is the brand of the day and its founder Ruth Rands is the calming, energising influence we all need in our lives right now. Based in the Cotswolds, Rands and her husband have set out on the ultimate Made in Britain business drive. No cutting corners. Herd is a knitwear brand that can tell you the exact point of every junction of their supply chain. From the farms and fleeces of the sheep to the finishing process at the factory -