Meet THEGATHER, a London-based knitwear brand

We’re calling it! THEGATHER is about to be your new favourite knitwear brand.⁠
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Welcome to Office Hours, our series where we go behind the scenes with founders, creatives, and industry pros to learn how they got started, the lessons they've picked up along the way, and what their day-to-day really looks like.⁠
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Kicking things off is Poppy Tracey, Founder of THEGATHER, sharing the best part of her job, advice for budding brand founders, and the moment that sparked it all.⁠
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Give us the inside scoop on your career pre-launching THEGATHER?

Before all of this, I went to uni and studied criminology - a somewhat panicked decision, as I had no clue what I wanted to do at the time! Afterwards, I spent two and a half years at Wallpaper* magazine, where I worked in advertising for design and interiors. That role really sparked my love for aesthetics and craftsmanship, but i didn't enjoy the corporate world, and my role was quite transactional. I spent most of my day at a desk in a basement which didn't sit well with me. After this, I spent some time as a content creator, which confirmed to me I much preferred working for myself, but I wanted to do something more meaningful, something that aligned with my values. That’s when the idea for THEGATHER was born -creating a brand that combined my passion for design&knitwear with a commitment to slow fashion.

What inspired you to start THEGATHER? Was there a specific moment that sparked the idea?

I’d always known I wanted to do something meaningful, but I got really caught up in waiting for the perfect idea to come along. One day, I was walking with my partner and we were talking about how much I love knitwear. I realised I could never find high-quality pieces that really spoke to me, as the market is very targeted to older women. In that moment, something clicked - I was so passionate about it, and I could really see myself spending my whole life creating something in that space. I thought, “Why am I waiting around?” So that evening, I went home, started emailing yarn spinners, and began putting together a business plan. I stopped waiting for the “perfect” moment and just went for it.

Where did the name THEGATHER come from?

I knew straight away that I wanted the brand to be called 'THE' something - there’s just something really strong about that as a name. The word "Gather" came naturally because, in knitting, a "gather" refers to a technique that brings stitches together. It also perfectly reflects the essence of the brand, which is all about community and bringing people together. The name just felt right on so many levels - it captures the spirit of both the craft and the values behind the brand. THEGATHER is about creating something meaningful, sharing it with others, and connecting through the pieces we make.

What were some of the biggest challenges in building THEGATHER, and how did you overcome them?

One of the biggest challenges I faced, especially as a female entrepreneur, was finding information on how to secure funding to start my business. There’s a real lack of accessible guidance for women I feel, which made it harder to know where to turn. Another challenge was finding a manufacturer who shared the same values as me. I wanted a partner who prioritised craftsmanship, and ethical practices, and it took a lot of research and patience to find the right one. And, of course, there were the import fees! I definitely didn’t factor those in at first (hindsight is a wonderful thing...), and it was a bit of a shock when I realised just how much that added to the cost.

What’s the best part about your job?

Ah, this is a tough one.. I think one of the best parts is being the decision maker. I love that I get to run with my own vision and shape the brand exactly how I want to. There’s something really fulfilling about having the freedom to create and make choices that align with my values without having to get approval from anyone else. But honestly, the community I’m building is what brings me the most joy. Speaking with everyone who’s supporting THEGATHER and sharing the vision is incredibly rewarding. Knowing that people connect with what I’m doing and believe in it is such a huge part of what makes this journey so special.

If you could change one thing about your industry, what would it be?

It would definitely be people’s perceptions of fast fashion. Sadly it has really affected the way we think about clothing - making us accept low quality and constantly feel the need to consume. This mindset has also led to people being less tolerant of higher prices, when, in reality, if they bought fewer, higher-quality items, they’d likely end up spending the same (if not less) over the course of a year. I really believe we need to shift towards valuing longevity and craftsmanship, rather than the constant cycle of buying and discarding. It’s all about making more conscious choices and investing in things that truly last.

What does a typical work day look like for you?

I’m still in the very early stages of my launch, so my days can be quite varied! Right now, a typical workday involves sending out my knits, speaking with press / shops / content creators to get the word out about the brand, and scheduling content for social media. I also spend time on email marketing and keeping in touch with customers and collaborators. At the moment, I’m also organising a couple of in-person events to connect with people face-to-face. It’s a lot of wearing multiple hats! As THEGATHER grows, I’m sure the routine will evolve, but for now, it’s a fun mix of tasks.

THEGATHER blew up on TikTok...Why did you decide to post your behind-the-scenes and process on there? 

Authenticity and transparency are at the core of THEGATHER, so I wanted to share everything that was happening behind the scenes with everyone. It’s important to me that people see the real process - the highs, the challenges, and everything in between. I also think, especially today, people care more about the people running the brands or the team behind them than just the aesthetic of the brand itself. So, ensuring people could connect with me and THEGATHER on a deeper level was really important. As a female founder, I also felt a lack of access to stories from other entrepreneurs about how they built their businesses. I wish there had been more of that when I was starting out, so I wanted to give others a glimpse into the journey and hopefully inspire or help anyone thinking about doing the same. It’s all about being open and honest about the journey, and TikTok has been such a great platform for that!

If someone wants to start their own brand, what advice would you give them?

My main piece of advice would be to just go for it, there will never be a “right” moment, so the sooner you start, the sooner you can improve and learn. Don’t wait for everything to be perfect. Also, ask questions all the time. I’ve learned that people are often more than willing to offer support and advice where they can. Never hold back; soak up as much information as possible. The more you learn from others, the quicker you can navigate the ups and downs of starting a business. It’s all about staying curious and open to learning as you go.

Find THEGATHER here.