jo-ami
Established in 2019 by Scottish MA Knitwear designer, Jolene Guthrie. Jo-AMI aims to promote the iconic Scottish knitwear industry, by creating garments and accessories that are cool, comfy and considered. Our designs retain key Scottish nostalgic traits but developed into stylish pieces for our modern day customer.
Come on a journey with Jo-AMI, with our brand video “Set-up, style and shoot with Jo-AMI” that was made for Scotland Redesigned Fashion Festival 2021. We worked with a variety of local talents to produce this piece including photographer Kathryn Rattray and photographer and videographer Chloe Helena Duff. This video gives an insight into how a photoshoot is planned, executed and the all the people that are involved to make it a success.
About me // Jolene Guthrie
I completed my undergraduate BDes degree in Textile Design at Duncan of Jordanstone College of Art and Design, Dundee, and furthered my knowledge into the Knitwear specialism through a Master’s degree with distinction at Heriot Watt University, Galashiels. I then worked in various design internships over Scotland and finally as a full time knitwear designer based just outside of London for a year, before returning to Dundee and starting my brand and freelance career.
Jo-AMI is innovative, relevant and creative, producing collections that subvert the traditional notion of knitwear with a fun individual aesthetic, distinctive style and strong use of colour.
Images of Jolene working on her hand powered industrial knitting machine in her own home studio, where Jo-AMI was born. Images by Tyler Sams Photography. @tylersamsphotography. First photo is of Jolene in her new studio in The Wasps, Meadowmill, Dundee.
Why I started Jo-AMI // My heritage and inspiration
When researching into the Scottish Knitwear archives I discovered my great great Auntie Evelyn and Uncle Sandy’s family owned Donbros Knitwear in Alloa in the 1960’s. Discovering this amazing information about my family heritage was one of the catalysts that led to my decision to create my own Scottish knitwear brand. Below are images I took myself when visiting the Donbros archives in Alloa.
You can watch a really interesting video on the below link from the National Library of Scotland, showing Donbros factory in working order in the late 1950s. It shows the process of clothing production, from knitting to finishing, which is something Jo-AMI is so passionate about highlighting through our own work.
https://movingimage.nls.uk/film/5486
