By Sophie Bryne
Kitenish Knits, a design project based between Cork and Dublin, is a blooming Irish brand born out of self-expression, nostalgia and an ‘I could do that,’ attitude. Kittenish is a handmade, personal knitwear project started by designer Emma Kate.
Emma started Kittenish not with the intention to create a clothing brand, but with the natural inclination to creativity and craft, remarking, ‘I have always been drawn to making things by hand ever since I was a kid, being drawn to textures, collaging and cutting up paper to make mini clothes to stick on cards.’ This interest in visual artistry brought her to her degree in Visual Communications. After finishing her studies in MTU, Cork, Emma said, ‘for a while I just focused on graphic design and working in a branding agency. But I always floated into doing as much as I could by hand then bringing into the software or making the designs look a bit hand made or rough around the edges.’
Emma moved to Arizona, Phoenix, and it is here where Kittenish first began to take shape. After wearing a cardigan Emma had made for herself, she began to experience people asking where she had bought it and whether they could pay for one of their own. Initially brushing these compliments aside, eventually she began to take the interest seriously. Recognizing the genuine enthusiasm for her work pointed to a real opportunity—and ultimately inspired her to take the idea of creating a brand seriously. ‘I told my friend about this and she said why don’t I do a market at her boyfriend’s shop in Downtown Phoenix. Then I felt I had the opportunity to give what I was doing a name and I went with Kittenish, one of my favourite words.’ The name Kittenish, ‘playful, lively or flirtatious,’ is indicative of the brand itself, with the intention behind the name to reflect the nature of the clothes. The playful and lively aspect of the clothing is what sparked Emma’s interest and inspires her work.
Though Kittenish was born abroad, it’s steeped in Irish spirit, with Emma describing the experience of being homesick in Arizona, ‘I feel what I was creating was me creating a piece that reminded me of home or that familiar connection.’ Emma remarks that she enjoyed the connection the knitwear brought to Ireland, while trying to maintain the balance between Irish charm and commercial ‘cheesiness.’ For Emma, the clothing surpassed functionality, finding artistic satisfaction through each hand-made piece. This is evident through the brand, the homely and hand-made aspect creating a simplified feeling of nostalgia and warmth in the clothing, with the time and effort of each piece giving it its own dignified significance.
Creating the brand independently, Emma had to be conscious of the difficulties facing a young new designer. ‘I mean wool and yarn are expensive so I feel the pressure there. I would struggle with imposter syndrome and indecisiveness. Knitting can take quite a long time so I always want to be very sure of what I am creating.’ For Emma, this means being very specific and decisive about her intention behind each piece. With the entire project being self-funded Emma was able to use her background in visual communications to create a brand vision and self-promote her work to the world. Through photoshoots, independently made content, social media and word of mouth the brand gained popularity and took off. ‘My aim is to create cool content and photoshoots that I am proud to share and hope people enjoy. Doing collaborations also can open you up to new audiences and just putting yourself out there! Say yes and see what happens!’
Collaboration is a huge aspect for Emma, with Kittenish being a part of some amazing collaborations with big brands, such as the Pellador mitten and balaclava collaboration. Kittenish knitwear has also appeared on some big names such as Irish musician Saoirse Miller, the members of BIIRD, and Lyra, who wore Kittenish to Ireland Fashion Week. This year Kittenish exhibited in a pop up shop, ‘Lace and Kittens,’ a collaborative project run by Emma and the, ‘lace,’ of the project, Niamh Saunders. Emma describes the experience as altogether, ‘scary!’ and was forced to not let her imposter syndrome creep in. The popup was a beautiful mixed media event held in Indigo and Cloth in the heart of Temple Bar. The pop-up, run through and promoted by Dublin Independent Fashion Week, was not just about selling products for Emma but, ‘allowing people to have a nose, have a look around, enjoy the music and get some feedback.’
In recent times, Emma says she is ‘tapping into her grandmother-era,’ imagining herself surrounded by nature, cats and dogs, relaxed and knitting pieces for family and friends, and maybe doing something unexpected with traditional practices. So, what’s next for Kittenish? As Emma puts it, ‘Who knows!’ I am working away on some new patterns for the colder weather, bonnets and I want to make a website! Perhaps… a pop up closer to Christmas, stay tuned!’
@kittenish_knits on Instagram