Softness can be misleading | What defines quality in knitwear?

Is softness enough?

Softness is often the first thing we notice when evaluating knitwear. And that’s completely natural — it creates an immediate impression.

However, softness alone is not equal to quality. In fact, it’s not even a necessary condition for high-quality knitwear. In some markets, softness is not considered a key indicator of quality at all. For example, customers in Scandinavia often prefer a firmer, more natural hand feel. The term “firm and natural” is not accidental — natural yarns and the fabrics made from them tend to have a certain structure and stiffness.

Of course, whether a yarn feels soft or firm depends largely on the fibre it is made from. The finer and more delicate the fibre, the softer the yarn and fabric will feel. However, a significant part of the final softness comes from processing. There are spinning techniques and finishing treatments that can increase softness. This means that a large part of a fabric’s softness does not come directly from the fibre itself, but from how it has been processed. As a result, high-quality fibre does not necessarily have to feel soft.

Why softness is not a reliable indicator of quality?

A soft hand feel creates a strong first impression, but it doesn’t always hold up over time
Softness says very little about durability — intuitively, softer materials can often feel less robust
Softer fabrics usually require more careful handling and maintenance

We are far from saying that soft knitwear is low quality — in many cases, it’s quite the opposite.
However, softness should not be treated as a direct indicator of quality.

Since we’ve established that not everything soft is necessarily high quality, let’s look at what actually defines a well-made knitwear product:

Knitwear stability — even lightweight and delicate knits should maintain their structure and performance
The ability to retain shape over repeated wear and use
Thoughtful garment construction
Durability — from our perspective, one of the most important factors; it’s hard to speak of quality if a product quickly loses its properties
Quality finishing — durable, flexible seams and properly attached trims and labels

Why quality — Not softness — Matters for a fashion brand?

First impressions matter, but they only say “buy me” —
it’s time that shows whether it was the right decision
For a more conscious customer, how a product performs over time matters more than how it feels at first touch
High-quality products are predictable — once a customer owns one, they can trust how the next will behave, which builds both brand identity and loyalty

How we approach quality?

We don’t adjust the level of workmanship to fit the budget.

For more cost-sensitive products, we may suggest more affordable materials and simpler technical solutions. However, the quality of construction and finishing always remains consistent.