Linka Neumann: A knitting odyssey
By Celina Tran | Photos: Linka Neumann
From a best-selling wilderness sweater to an international knitting community, designer Linka Neumann has built a brand rooted in nature, Nordic wool and practical knitwear made to last.
The story of Linka Neumann begins not in a fashion studio, but in the Norwegian outdoors.
“I exist as much outdoors as I do with knitting needles in my hands,” she says. “That’s really where the whole Linka Neumann universe comes from.”
Surrounded by forests, mountains and changing seasons, she found inspiration for the colourful wool jumpers and outdoor garments that would eventually make her a household name among knitters. Today, her designs are sold around the world, and her online community numbers in the tens of thousands, but the heart of the business remains unchanged: a love of nature, wool and handmade craftsmanship.
The woolly road
Linka’s journey began in her mid-twenties, when she became completely hooked on knitting. What started as a hobby soon developed into a creative obsession, leading her to experiment with colours, patterns and techniques. A turning point came in 2017 with the creation of Villmarksgenseren (the wilderness sweater), a distinctive design featuring paw-print motifs that would become her signature piece. The sweater quickly gained popularity and remains one of the brand’s bestsellers today. “Soon after, I was invited to write a book, and I remember thinking that there was no way I could do it,” she says. “But of course I said yes.”
Released during the pandemic, when interest in knitting surged worldwide, the book became an immediate success and stayed on bestseller lists for 32 weeks. Five more books followed, and before long, knitting had become her life. “In 2020, Waqas suggested that we open an online store. To be honest, I thought it was a terrible idea, but he worked so hard and believed in it so strongly that before long, we found ourselves running both a web shop and a yarn warehouse.”
Waqas also suggested selling yarn kits, which Linka initially disagreed with, thinking that people would prefer to choose their own yarns. “How wrong I was,” she says. “People loved the kits!”
At the time, however, neither Linka nor her husband, Waqas, worked in the knitting industry. Both held full-time jobs in healthcare while building the business in their spare time. “We spent evenings at the library after work. I worked on designs and books while Waqas built the technical side of the business,” she says. “The idea behind the shop has always been to make it easy for customers to get exactly what they need to knit the wilderness-inspired garments they see on Instagram.”
Eventually, the business grew enough for Linka to leave her job in the health sector and focus fully on knitting and design.
A tight-knit community
What began as a handful of knitting patterns has grown into something much larger than a business. Along the way, Linka found herself at the centre of a thriving community united by a love of wool, the outdoors and creativity.
As interest in her designs grew, so did the number of questions from knitters seeking advice and encouragement. Realising that they could not possibly help everyone themselves, Linka and her team created a Facebook group where knitters could connect with one another. Today, that group has grown to almost 62,000 members. “The community brings so much passion and knowledge,” she says. “It would be much less fun without them.”
Alongside her husband, Waqas, and a small core team that helps manage customer service, marketing and daily operations, Linka works closely with a dedicated group of volunteer test knitters aged from 16 to nearly 80 to refine each design before publication.
From wool to wilderness
What sets Linka Neumann apart is the focus on practical knitwear designed for real outdoor use. Instead of following short-lived trends, Linka creates garments intended for hiking, camping and everyday life in the Nordic climate. Comfort, durability and functionality are central to every design. “I design the clothes I want to wear myself,” she says. “These are garments meant to be used.”
Signature patterns such as Villmarksgenseren, Alasuq, Hopi and Harila are all knitted in authentic Norwegian and Icelandic wool, and the materials are chosen for their ability to retain warmth, regulate temperature and withstand years of wear. This also connects naturally with the environmental responsibility of a business built around natural fibres and the outdoors.
“Unlike synthetic fibres, these natural materials are renewable, durable and designed to last for decades,” she says. “And while it’s a long process, there’s something beautiful, not to mention sustainable, about making a garment yourself, caring for it and using it for many years.”
Colour has also become a hallmark of the brand. At a time when muted tones dominated much of the knitting world, Linka embraced bold combinations inspired by nature and traditional Nordic aesthetics.
While the business remains firmly grounded in Nordic traditions, its ambitions are increasingly international. Digital patterns are now available in English, and customers can order yarn and knitting kits throughout Europe, North America and Australia.
For knitwear fans who do not knit themselves, Linka Neumann launched LinkaWear, a collection of ready-made wool sweaters in late 2025. “We also wanted to make it possible for people to enjoy high-quality wool and design without needing to knit themselves. Not everyone has the time, hands or opportunity to make a full sweater, but everyone deserves the warmth and quality of good wool.”
Web: www.linkaneumann.com
Facebook: Linkaneumann.com
Instagram: @linka.neumann
SHARE
Requests to commercially license our content for republishing are now being processed through PLSclear. Please visit www.plsclear.com to complete your permission request. You can search PLSclear by title, ISBN/ISSN, author, or keyword.
Subscribe to Our Newsletter
Receive our monthly newsletter by email
