The Curious Name: Howlin’ by Morrison
Howlin’ the Scottish slang for ‘smelly’…
Howlin’ by Morrison are based in Belgium, but are in fact experts of British and Irish knitwear, sourcing the finest fabrics from small, independent weavers and distributing it to selected retailers from their Antwerp base. Their philosophy was to bring quality knitwear on the market.
In order to do so, they went to Scotland, which is known for creating the finest knitwear in the world. Now into their second generation of family ownership, Patrick and Jan Olyslager the two brothers who took over from their parents and are now designing the collection, the Howlin’ label that combines classic and contemporary knitwear to great effect, utilising years of expertise along with a modern eye for detail and styling.
During the nineties a lot of companies left Scotland and went to Asia for their production. They never did, as they wanted to stay true to their initial philosophy. So whether it is a plain V-neck or a Fair Isle waistcoat, all their garments are individually manufactured with great care by traditionally skilled craftsmen in either Scotland or Ireland.
In 2009 they and decided to inject a new impulse into the label. They didn’t want to do away with the original style, so they created a new side label: Howlin’. Morrison remained their ‘classic’ and Howlin’ became the more playful counterpart full of colour, irony and owls.
The way of manufacturing remains traditional, but Howlin’ – Scottish slang for ‘smelly’ offers more room for fantasy in shape and pattern. In august 2009 they opened our first flagship store, located in the centre of Antwerp, Belgium. A mutual commitment to quality.From the design stage through to each area of manufacture, both Morrison and Howlin’ strive for the best, and successfully combine tradition with modern techniques to produce garments unmatched in design excellence.
Howlin’ by Morrison available at Stuarts of London