A Conversation With OMHU
OMHU, prononced /ɒmˈhuː meaning ‘to look after with care’ in Danish, reflects the philosophy of caring for knitwear so it can be worn for years. Founded in 2021, the brand creates high-quality, long-lasting knitwear. Designed in London by Danish designer Lin Routhe, a graduate of the Royal Danish Academy of Design with experience in major fashion houses, each piece reflects a commitment to sustainability and the quiet luxury of garments made to be cherished.
THE CURALIST (Alice) : For those meeting OMHU for the first time : how would you describe the brand, and who’s are you ?
LIN ROUTHE: OMHU knitwear is all about combining local production, carefully picked materials and thought through designs.
I want the sweaters to be worn in the fields, on hikes and out for dinner. Passing the test of time and use, being practical and stylish at the same time.
THE CURALIST (Alice) : Can you share the story behind OMHU and what does the name mean ?
LIN ROUTHE: OMHU /ɒmˈhuː means to look after with care in Danish, and that idea is at the heart of everything I do. I founded OMHU in 2021, during a moment of both global stillness and personal transformation- The covid lockdown, and the arrival of our first child.
After training at the Royal Danish Academy of Design and working with several incredible fashion houses in London and New York, I felt the need to create something of my own- something slower, more intentional and rooted in my own aesthetic values.
THE CURALIST (Alice) : Care seems to be at the heart of what you do, both in craft and philosophy. What does care mean to you, especially when it comes to knitwear?
LIN ROUTHE: Making knitwear needs a lot of care, and when looked after well can be kept for many years. When you buy Knitwear, it’s often one of the things you keep for longer in your wardrobe especially if made from natural fibers like wool. The interlocking stitches create a resilient structure that can withstand regular use and maintain shape.
THE CURALIST (Alice) : You’re very transparent about your production process, with everything made in the UK. Why was it important for you to keep things local?
LIN ROUTHE: There were a number of reasons why I chose to manufacture in the UK. One of the reasons was the incredibly high quality of manufacturing in the Britain’s knitwear industry. I wanted OMHU to have the best natural fibres, and the best craftsmanship. I work with a small factory based in Leicester to develop the samples, and once perfected, I produce a limited quantity of each style. Working at a modest scale and closely with the manufacturers ensures higher quality control standards and more environmentally responsible production volumes. Whilst OMHU is inspired by my Scandinavian heritage, it is a label that is based in London where I live with my family. It was important to me from the outset that the brand could combine both of these places. From a brand values perspective, I wanted OMHU to celebrate both places’ craft and expertise, and from a practical perspective, to feel close to the knitwear production.
THE CURALIST (Alice) : You also work with wool from different places( the UK, Italy, Iceland). How do you go about choosing your materials?
LIN ROUTHE: We use 4 types of wool: Icelandic, British, Italian spun lambswool and Merino. My designs are always led by the materials I use. An example is the Icelandic wool is a really unique material that has been used for over 1,000 years to deal with a sub-arctic climate, prized for being both water-repellent and breathable. I was really excited when I had the idea to create a double layer sweater that combined this incredibly durable material with the softness of a fine merino interior.
THE CURALIST (Alice) : My Last Question will be Supporting local economies feels more crucial than ever, especially in a landscape dominated by fast fashion and global premium groups. What is gained to choose to value provenance, heritage, and local craftsmanship?
LIN ROUTHE: The made in Britain label gives a lot of value – There is credibility that comes with the Made in the UK label – the prestige of the incredibly high quality of the British Knitwear industry resonates with buyers at home and overseas. As a designer it’s been a huge privilege to work with such skilled technicians and to feel part of a community and a history of British makers.
THE CURALIST (Alice) : If your brand were a list, which ones would you choose to describe its values, and vision?
LIN ROUTHE: Materials, shape, durability, elegance
BY
Alice Corolleur
BRAND
Conversation with Lin Route founder of OMHU
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OHMU