Knit Wutth’els’
Preserving Cowichan sweater heritage through partnership
Overview
Knit is a purpose-driven brand founded by the Victoria Native Friendship Centre (VNFC) in 2023, dedicated to preserving the heritage of the iconic Cowichan sweater and ensuring fair wages for Coast Salish artisans. M1 partnered with Knit to build a fashion brand from the ground up, serving as the creative force behind their visual identity, market launch, and business strategy.
The Challenge
Knit required a partner capable of building a business structure that balanced cultural preservation with commercial viability. The objective was not only to reclaim Indigenous art but to support the artisans by successfully selling sweaters in a competitive fashion market. M1 was tasked with crafting a compelling brand narrative that honoured tradition while appealing to modern consumers, alongside understanding the industry landscape to implement campaigns that would resonate nationally across Canada.
OUR APPROACH
M1 Agency executed a comprehensive launch strategy that spanned branding, digital development, and event management. We meticulously crafted Knit’s visual identity—including bespoke logo design and typography—to epitomize the ethos of tradition and modernity. To streamline the path to purchase, we developed a robust e-commerce website featuring captivating lifestyle photography that served as a digital storefront for the brand. Our team also orchestrated the official launch event, hosting over 100 guests and media representatives to generate buzz, leveraging the Telus Documentary release for maximum impact. This was supported by national media planning, email marketing, and targeted social campaigns designed to amplify the message of social impact.
Partnership
Our partnership with Knit went far beyond standard advertising; it was a collaboration rooted in cultural reverence and social impact. M1 acted as a strategic partner, helping to define the business model and target markets. From organizing inventory to capturing the essence of each sweater, we worked to ensure every element of the campaign harmonized to convey the brand’s commitment to quality and empowering Indigenous artisans.
Results
The collaboration proved highly impactful, effectively amplifying Knit’s message and driving immediate engagement. The soft-launch strategy and subsequent national campaigns generated significant buzz, resulting in a rapid sell-through of inventory. The combination of a strong visual identity, seamless e-commerce experience, and strategic media buying delivered a high return on ad spend and established a reliable pipeline for future sales.
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