Saffy McNamara is a London based Knitwear Designer making playful and graphic accessories, garments and homewares inspired by storytelling and folklore. Their pieces are all made in the UK, either by hand in their London studio or in collaboration with UK manufacturers.
“I create bold, humorous knitwear and homewares inspired by folklore and the everyday. Produced in small batches using natural fibres and UK manufacturing partners, my work prioritises longevity over trends. My customers value the distinctive illustrations, thoughtful craftsmanship and the connection to independent British textile making.”
What is your favourite aspect of running your own creative business?
My favourite part is developing new ideas and seeing them become physical products. I love the freedom to follow my own creative direction and the fact that I can build a world around my work through colour, storytelling and illustration.
What challenges do you face working for yourself?
Working independently means wearing lots of different hats. Alongside designing and making, I also manage production, marketing, photography and administration, so finding balance can sometimes be challenging.
What does your typical day look like?
No two days are exactly the same. A typical day might involve developing new designs, photographing products, packing orders, working with manufacturers or creating content for social media. I split my time between creative work and the practical side of running a business.
Can you describe your journey since leaving UAL and setting up your business?
After graduating from Central Saint Martins, I decided to build my own practice and applied for grants and awards for help with the initial stages. Over the past few years I have gradually grown the business, developing collections of knitwear and homewares while learning every aspect of running an independent brand.
Which is your favourite product?
My favourite has to be the Folk Scarf. It perfectly represents the playful and illustrative approach that runs through my work, and it’s a piece that always makes people smile.
What are your hopes for the future?
I hope to continue growing the business sustainably while supporting UK textile manufacturing. My
ambition is to build a long-term brand that remains rooted in craftsmanship, storytelling and thoughtful design.
What advice would you offer students or recent graduates wanting to start their own business?
Start small and give yourself time to grow. You don’t need to have everything figured out immediately. Ask for help and apply to as many award or funding opportunities as you can and remember that building a business is a gradual process rather than an overnight success.
