Shit That I Knit

Clothing · Jewelry

Shit That I Knit sells hand-knit merino wool and alpaca accessories—hats, scarves, headbands, mittens, sweaters and home throws—priced mid-range to premium ($45-$425). The core line is 100 % Peruvian wool beanies; add-ons include cashmere-blend caps, chunky cardigans and limited-edition knit kits. Distribution is DTC through shitthatiknit.com plus a small Boston flagship and seasonal pop-ups in ski towns; wholesale is limited to select boutiques and REI for the beanie bar program. Every piece is hand-knit by independent female artisans in Lima paid per piece at 2× local wage, a fact the brand publicizes with signed tags inside each hat. The irreverent name, oversized pompoms and saturated colorways (Sriracha, Glacier, Chowder) create instant shelf-appeal and heavy Instagram UGC. Their “Big Pom” beanie became a cult winter accessory after appearing on Shark Tank and in Outside’s holiday gift guide. Core buyer is 25-40, female, urban or coastal, who wants statement cold-weather gear without luxury-house pricing and values transparent labor. Customers tag #stikcrew on ski trips, campus commutes and dog walks, aligning the brand with outdoor-casual lifestyles and ethical-consumption mindsets. STIK competes in the crowded premium knitwear space against both heritage wool labels and direct-to-consumer beanie upstarts. It differentiates through artisan-made provenance, bold color/pom design signatures and conversational branding that turns a utilitarian hat into a social media talking point.

Hand-knit in Lima, worn everywhere, actually worth the money

• Handmade
• Independent
• Ethical