House of Yarn: The four sisters redefining Nordic knitting

By Celina Tran | Photos & Video: House of Yarn

In Norway, knitting has never really gone out of fashion. Sweaters take shape on buses, in cafés and at universities, and babies often leave hospital wrapped in garments handmade by grandmothers. But while knitting elsewhere in Europe is still associated with nostalgia, House of Yarn believes that the craft is ready for a bold new chapter.

As the Nordic region’s leading supplier of hand-knitting yarn and accessories, House of Yarn has built its identity around four distinct brands: Dale Garn, Gjestal Garn, Du Store Alpakka and the newest addition, Bæstmor. Together, they are described as four sisters raised in the same house, each with her own personality and style.

“The four brands share the same roots and craftsmanship, but they all have very different identities,” says Lene Vikingstad, brand manager at House of Yarn.

At the centre of the company’s international ambitions stands Bæstmor, the younger sister determined to challenge perceptions of knitting.

Bæstmor.

A rebellious grandmother

Launched in 2024, Bæstmor (grandma) was created to bring Norwegian knitting culture to a global audience through a more fashion-driven lens. The brand combines traditional craftsmanship with bold colour palettes, luxury fibres and catwalk-inspired styling.

The name itself is a tribute to the women who carried knitting traditions through generations. Yet, Bæstmor is far from a stereotypical grandmother figure. Instead, Vikingstad describes her as a blend of the classic Norwegian grandmother and fashion icon Vivienne Westwood – rebellious, eccentric and worldly. “She’s the grandmother who’s travelled everywhere,” Vikingstad says. “She’s had karaoke nights in Kampala, date nights in Dublin and seen fashion week in New York before coming home to knit.”

This personality runs through the brand’s collections. Traditional Norwegian patterns are reimagined in mohair, alpaca and cashmere, while classic knitwear silhouettes appear in unexpected colours inspired by international fashion houses. The goal is not simply to preserve tradition, but to modernise it. “We want to bring knitting culture forward,” says Vikingstad. “In Norway, knitting is actually cool. Young people knit on the bus, at the cinema and in cafés. It’s creative, social and fashionable.”

Bæstmor also reflects the changing role of knitting itself. Rather than being seen as old-fashioned, handmade knitwear has become part of a broader movement towards individuality, creativity and sustainability.

Four sisters, one identity

While Bæstmor is the rebellious newcomer, each House of Yarn brand represents a different side of Norwegian knitting culture.
Dale Garn, founded in 1879, is the elegant traditionalist. Deeply connected to Norway’s textile heritage, the brand has shaped many of the country’s iconic knitwear patterns and remains known for its use of premium natural fibres and timeless craftsmanship.

Gjestal Garn represents practical, everyday knitting. Established in 1937, it focuses on durable yarns designed for real life; garments made to withstand harsh weather, active children and years of wear. “Gjestal Garn has provided yarn for one of Norway’s biggest chain stores from the very beginning, Sparkjøp.”

Du Store Alpakka, meanwhile, is the adventurous global sister. Now Northern Europe’s leading alpaca specialist, the brand works closely with suppliers in Peru and supports the Mirasol School, which provides education for children in local alpaca-herding communities. “Du Store Alpakka was started by two Norwegians specialising in alpaca wool and allows us not only to finance the Mirasol School but also to create workplaces. Shepherding, wool cleaning and colouring, and spinning are all based in a small, local Peruvian area.”

Together, the four brands allow House of Yarn to balance heritage with innovation while speaking to very different audiences.

House of Yarn: The four sisters redefining Nordic knitting

Reinventing the knitting business

House of Yarn itself has changed significantly in recent years. Five years ago, the company operated much more traditionally, producing seasonal catalogues and in-house collections. Today, the business works more like a modern fashion company driven by trends, collaborations and cultural relevance. “You can’t just release a collection and hope it works,” says Vikingstad. “We collaborate much more closely now and pay closer attention to what people are actually looking for.”

The company has increasingly embraced modern marketing strategies, placing knitting into contemporary culture through partnerships with influencers, athletes and media personalities. During the Olympics, House of Yarn even sent yarn to international athletes, promoting knitting as a calming and meditative activity. At the same time, the company is actively exploring new technologies, including AI, to communicate with future generations in new ways.

Having established itself as Scandinavia’s largest yarn wholesaler, House of Yarn is now focused on international growth, with Bæstmor leading the way. Vikingstad believes that Norway’s knitting culture has unique export potential, particularly at a time when younger generations are rediscovering handmade fashion. “In Norway, knitting is fashion, not old-fashioned,” she says. “We want to take that culture with us to the rest of the world.”

With its mix of heritage, rebellion and Scandinavian creativity, House of Yarn and Bæstmor are not simply selling yarn, but a new vision of knitting culture, one where tradition and trend exist side by side.