Howlin'

Howlin' traces its roots to 1981 when Morrison, a Belgian knitwear company, began producing quality knitted pieces. In 2009, the brand launched the independent Howlin' label to explore more creative design freedom while maintaining traditional manufacturing practices. The name derives from Scottish slang for 'smelly,' referencing the authentic, lived-in quality of well-worn knitwear. The brand utilizes traditional Scottish and Irish manufacturing practices, with hand-finishing by skilled craftspeople. Howlin's signature collection includes the 'Soft Poison' series made from multi-shade marled lambswool yarn, knitted in Scotland with heavy washing to achieve an ultra-soft hand reminiscent of cashmere. The complete range encompasses sweaters, cardigans, and beanies crafted from high-quality wool including soft lambswool and Merino. Every product is individually manufactured and hand-finished in Scotland, Ireland, or Belgium using the finest available yarns. Howlin' represents a contemporary take on heritage knitwear traditions, combining Scottish and Irish craftsmanship with Belgian creative direction.