© Photo Rossi Blake 

At JUTTU they love to put local, creative talent into the picture. New young and creative brands get the opportunity to offer their products for 10 weeks to a larger public in a Pop-Up Space at a multibrand location. From December 1 to February 13 you can discover the Dutch knitting brand Granny’s Finest. Besides creating hip, minimalistic knitwear with a Scandinavian touch, this brand also contributes to the fight against loneliness of the elderly. Under the motto “Designed by the new, produced by the best, worn by the greatest”, 500 talented grannies (with an average age of not less than 72 years!) come together in free, cozy knitting clubs. There they work together to produce the creations of young and promising designers. The revenues are used to finance the knitting clubs. The granny who knits your scarf, writes also a nice greeting, proverb or wise sentence. Using the coupon code attached to the label you can send back a thank you note together with your photo. It not only warms your hands, but also your heart!

© Photo Rossi Blake

The Granny’s Finest philosophy also matches perfectly the #Lighten Up theme of JUTTU. For their winter line, they selected consciously lighter colors and added to their campaign images a substantial amount of humor. According to Niek Van Hengel, founder of the feel good brand, everybody can use some merriness in this sometimes so dark period!

You need an authentic hand knitted pillow, beanie or hairband? Do you want to treat your lover – or yourselves to a warm Christmas or Valentine? Or are you just looking for some human warmth in the shape of a surrogate granny? Then the coming weeks, you should hurry up to JUTTU at Meir 17, in Antwerp that is.