It seems that the winter made its way to London! The thermostat drops, the Christmas lighting is on and there is one thing you cannot miss when passing the shop windows on the high street: the Christmas jumper. Once ‘banned from the wardrobe’, the Christmas jumper celebrates a revival on the UK fashion scene. Forgotten were the days when you felt you had to wear grandma’s hand knitted jumper with festive motives. Nowadays you do want to wear one and the selection is as big as never before. Large retail chains like Topshop, Debenhams and Primark have stocked up carrying festive wear from woollen leggings to knitted jumpers. Consumers have the choice of all kinds of knits. From traditional ones with snowflakes and reindeers to festive sequin extravagances, you will have what to pick for the festive period.
According to the department store retailer Debenhams “the novelty knit has rocketed up the cool-o-meter this season“. The retailer increased its profit by 200% compared to last Christmas. Supporting the trend, the Christmas Jumper Day got introduced by Save the Children charity two years ago. The charity records an increase in success by having raised £1.5 last year and having plans to double that amount this year, according to Tanya Steele, the financial director of STC. Supporters can show their commitment by sharing the hashtag #XMASJUMPERDAY across all social networks. The Christmas Jumper is everywhere.
We will see if the jumper will turn into a fad next year or if it starts turning into a classic ‘used to be’. If it catches the ‘UGG syndrome’ we will have plenty of seasons ahead seeing Rudolph the red-nosed reindeer on forest green knitwear.
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