This London label is using tech to develop more eco-friendly fashion
Let's not beat around the bush, it's time to start prioritising eco-friendly fashion. With countless brands on the market and many more developing behind the scenes, there is no shortage of stylish, innovative labels working in the sustainability space in which to build out our wardrobes, for all seasons.
When I first read about Sheep Inc. I was intrigued, to say the least. Their website pulls up AI-generated pictures of rainbow-coloured sheep, alongside high-quality knitwear, loungewear and basics.
But in a world of greenwashing and 'eco-friendly' brands that are actually not so eco-friendly it's important to investigate, test and try for ourselves.
How we tested
As the Fashion Editor of Women's Health, I know the importance of really putting lounge and knitwear to the test.
So I tested one of the brand's newest pieces, styled it for the office, on a night at the pub, and even just lounged around the house to see how it fared beyond its looks.
What is Sheep Inc.?
Founded by Edzard and Michael in 2019, the pair grew sick of the onslaught of fast fashion brands that had dire impacts on the environment around them. So they set out to find the highest quality wool, and the best farmers and producers around the globe to create a truly sustainable and high-quality lounge and knitwear brand that will last years to come.
The label works with sustainable farmers and manufacturers that use regenerative methods or run on renewables to ensure every step along the way of their products is as sustainable as possible.
Since its inception, Sheep Inc. has gone on to become the first carbon-negative fashion brand in the world – an impressive feat with a huge amount of data, research and investigation behind it.
How does Sheep Inc. use data and tech in its collections?
This is one of the most interesting aspects of the brand Sheep Inc. It uses immense data research and collaborates with external agencies to monitor and create a journey of transparency of each garment.
On the bottom corner of every Sheep Inc. piece is a small NFT tag that takes the owner to a breakdown of the garment's history, from the sheep it came from in New Zealand to the artists that knitted it in Portugal.
My review of Sheep Inc.
To get straight to the point: the quality of this knitwear is no joke. I’ll admit, I was a bit nervous when it first arrived, worried I’d been duped by a brand making big claims about sustainable fashion. But from the moment I saw it, I was genuinely impressed.
The knit is thick, tight, and feels sturdy and strong. I own other knitwear in a similar price range, but the quality doesn’t come close to this. Made from Merino wool, it also offers an impressive amount of warmth—I wore it with just a t-shirt underneath and a coat on top during an 8°C evening in London, and I stayed perfectly comfortable.
I used the NFT tag to follow my sweater’s journey, and seeing its story firsthand is fascinating. I genuinely respect the effort to create this level of transparency for consumers—it’s a thoughtful touch that sets the brand apart.
From an aesthetic perspective, the jumper is absolutely stunning. The print is delightful, featuring Omarama Station in New Zealand (just a skip away from my home country of Australia), and it was handmade by skilled artisans in Portugal.
The delivery also included a 3D-printed comb to brush away any pilling, which is such a practical addition. Although I haven’t washed it yet, I will definitely do so by hand to avoid any potential damage or shrinking.
The verdict
I’m really impressed by the quality of this knitwear. It’s incredibly durable, with a thick and sturdy feel, and the transparency behind the brand is truly fascinating. Is it pricey? Absolutely. But when you’re investing in a luxury piece designed to last season after season, the cost per wear balances out.
I tend to be sceptical of big claims from brands, but after thorough research, everything checks out. They’ve earned a Good rating from sustainability watchdog Good On You, and they appear to be genuinely open about their processes and the people they work with.
Do I love the heavy use of AI imagery across the website and socials? Not really, I would much prefer to see real-life pictures of the clothes and campaigns to gauge quality and create more of a sense of authenticity, but hey, maybe this reduces resources leading to better sustainability. (Although there are concerns about the environmental impact of AI.)
Overall, I’m sold. The quality stands out compared to many other brands I’ve tried, and any label striving for more sustainable and long-lasting lounge and knitwear is definitely worth a try.
Below are some of my other top picks currently sitting on my wishlist for when I'm in the market.
The Mountain High Neck
Knitted Hoodie
The Checkmate Cardigan
The Ultra-Light T-Shirt
The Tassel Scarf
The Zip Hoodie 2.0
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Let's not beat around the bush, it's time to start prioritising eco-friendly fashion. With countless brands on the market and many more developing behind the scenes, there is no shortage of stylish, innovative labels working in the sustainability space in which to build out our wardrobes, for all seasons.
When I first read about Sheep Inc. I was intrigued, to say the least, their website pulls up AI-generated pictures of rainbow-coloured sheep, alongside high-quality knitwear, loungewear and basics.
But in a world of greenwashing and 'eco-friendly' brands that are actually not so eco-friendly it's important to investigate, test and try for ourselves.
What is Sheep Inc.?
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