My unhinged Goal for this Winter
why I'm *already* knitting in July
Why yes, it’s July 7th and two days ago marked the “un-official official” start of summer here in Seattle ( iykyk ) and I’ve already begun to knit my 100% merino wool chunky Beanies for the coming winter season.
Let’s re-cap real quick,
I’ve been selling the Beanie since late 2020. It’s been seen on lovely humans from Sarah of Boheme to Elana and most recently Wander with Vanessa ( who has made some REALLY cute content while wearing the Beanie in Denim ) . It’s traveled the world and made it to Japan, Paris, Amsterdam and beyond - and to-date I’ve probably made 600 give or take - although it’s hard to track the earlier days of selling.
Last winter season ( September 2024 - April 2025 ) I sold very close to 200 Beanies - which was a huge leap for me from our past selling seasons. We even have been selling them at our spring & summer markets ( it’s perfect for camping, evenings at the beach, and mountain hikes! )
This year I want to make and sell 500.
Every year I tell myself I will start knitting inventory in the summer so I can get ahead for winter - and every year July and August fly by, and suddenly it’s September, and sales start soon and I’m frantically knitting made-to-order , reaching out to Wholesale accounts, and prepping for fall markets in real time.
Every. Single. Beanie is made-to-order by me. Customers are so patient and understanding with our 4-6 week lead-time ( ILY! ) I frantically knit 2+ daily all fall & winter to keep up and have enough on hand for markets ( which we always sell out at )
This year, I hope to change that - by dropping our lead-time to 2-3 weeks ( inspiring more people to order! ) , and be able to double what we have on-hand at markets like Renegade ( so we don’t sell out so fast! ). I applied to 4 new winter market events, and if I get in - one will land on the same weekend as another - meaning I will need to have double inventory so I can sell in two places at once.
Currently we are stocked at Union in Venice Beach and Field Study in Cananda - this year I aim to open 5 new wholesale accounts, and having a lot of ready-made Beanies will help me fufill those orders ahead of the winter season.
I already have a hefty list going - but if you know of a cute boutique that would vibe well with our Beanies, please shoot me an email. If you personally connect me with a new account that orders - we pay out a small comission as a thank you.
We are specicially looking for new accounts in San Francisco, Chicago, Milwaukee, Vancouver (CA ) and Toronto. We also welcome any other major cities in the mid-west, northeast and across Canada.
Currently we are on track to make one Beanie a day through the end of July - my goal is to have 30 done by the end of the month ( including one of each color we offer, and some samples for new colors to come ). I plan to re-photograph all our product photos, as well as include side-by-side color comparisions ( you are always asking about the blue shades! ) as well as some new content on model ( and off ) so we can create a Lookbook PDF to send to retailers, press and more.
I’m really excited to dive into this goal - while simultaneously getting our first digital product ready to launch in August, working on our Bandanas and then maybe a sweater vest for myself? Okayyyyy maybe that last one is one step too far. For now, I have my eye on the prize.
If you made it this far - YAY, thank you!
Let’s re-cap real quick;
Shop the Beanie in person or online ( now offered year-round )
Find us at a retailer - or submit a shop you’d want to find us at
Have an idea for a pop-up event this fall or winter? Let’s connect
Know a publicist or publication we should be in? I’d love to hear!
Are you a content creator who wants to work together? Send me your pitch!
It's time for Laser Focus
In a time when the world is finally slowing down their fast fashion habits ( yay ) and turning more and more to secondhand & re-sale ( double yay ) - how does one join the growing number of re-seller shops while also building a successful business?
Michelle Moore is a Seattle-based creative, vintage curator, photographer, writer and educator. You can catch her at an up-coming pop-up, swing by on a night she’s hosting at the restaurant in Ballard, order one of her hand-knit Beanies, or hire her to host & plan your next event.
connecting you with good clothes + good people.