One of my favourite ethical fashion discoveries this year is Study 34

Study 34 is a special, exclusive British knitwear brand set up by knitwear designer Elenor O’Neill

All study 34 garments are made to order, so there are no ‘stock’ garments. While this approach to production means slightly longer waiting times, it ensures that garments are not over produced. This results in a small, exclusive collection with no waste at the end of a season.

Each study 34 collection prides itself on six clear design principles:

  • Ethical and professional production
  • Minimal waste
  • Limited quantities
  • British design and manufacture
  • Exclusive use of natural raw materials
  • Design originality


Eleanor invited me to choose my very own merino micro-jacquard, a lightweight crew neck jumper made using 100% merino wool. I chose the Navy/Grey in a size medium 

A study of British Knitwear on City Girl At Heart


I absolutely love it! Here’s why:

Complete provenance. Beautifully packaged with a label explaining that my garment was made by Eleanor on Monday April 15th in the study at number 34, Newcastle. Made from 100% merino wool. The blue and grey yarns were spun and dyed in Italy and the fibre originated from New Zealand. My jumper is the 8th merino micro-jacquard made for the debut study 34 collection. How wonderful to know everything about what I’m wearing!

The most comfortable jumper in my wardrobe. Yesterday the day started and ended on the chilly side but was quite warm in the middle bit. My merino micro-jacquard stayed on all day. The merino wool means it is extremely breathable, allowing me to stay warm in the cold and cooler in the heat. The natural softness and elasticity of merino fibres makes my go to ‘cosy jumper’ extremely comfortable to wear.

I now own a heritage piece that will last. I am becoming an active citizen through my wardrobe.  Disposable clothes  stay in a woman’s closet for an average of just five weeks, before being thrown out – all in the name of the democratization of fashion. This is something I love and will sustain my wardrobe for years to come. This is fashion that is truly empowering.


The summer collection will be launched in June. Loving the colours:

The Summer Collection from Study 34


@studyatnumber34 is also one of my favourite Twitter accounts a finger on the pulse of ethical fashion so go follow!


Disclosure: I was sent a study 34 jumper to review but all words and thoughts are my very own.

I love discovering new ethical brands and websites. If you know of any that would like to be featured then please do get in touch!




A Study Of British Knitwear #EthicalTuesday

3 thoughts on “A Study Of British Knitwear #EthicalTuesday

  • June 9, 2015 at 9:30 am

    Thank you City Girl At Heart for such a wonderful review -very pleased to have study 34 featured among other great ethical brands!


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