Knorts has simultaneously redefined denim and knitwear with one brilliant and binary indigo-dyed wave. LA born and raised Eleanore Guthrie launched the line in 2014 as a solution to a fluid, easy, wearable, and sexy denim. It’s a fresh denim experience that has maintained it’s clout at the top of the scenes most it “it” girls and the most fashion-forward civilians. It’s a denim that gets you.
In anticipation of Knorts first billboard on W Sunset Blvd in LA we talk with the designer about the significance of the signage, artistic processes, and her full circle moment to loving LA.
Tell us how iconic the billboard launch is for you?
Well, most billboards are treated like art here in LA and can be signifiers of success depending on where they’re located. They’re a big deal because more often than not, the imagery is designed by locals for LA-based companies. In other words, they’re a reflection of the various industries that exist and thrive in this city. To have a billboard, especially on Sunset Blvd. in a cool part of town (which mine is), not only means Knorts supports the industries in LA, but it also supports the people, culture, and city’s growth. It’s also a symbol of appreciation for those who have worked with my brand thus far. It is a physical representation of success to which they contributed. Without the help of the locals, Knorts wouldn’t be where it is today. For that, I am very thankful and this billboard is for them too. Since my brand is based in LA and I’m from LA, it only feels natural and good that my art is sitting on LA’s most well-known street, Sunset Blvd. As my brand grows, I’d love to see its images move farther down Sunset Blvd. and into West Hollywood.
Knorts is LA-based, is this where your heart is based?
I grew up in LA, so kinda? To be honest, growing up I hated it here. I was more of a mountain & snow type of person rather than a city & rain type of person. Los Angeles was never cold enough for all the layers I wanted to wear. I stuck out like a sore thumb because I dressed like a snowboarder, which was my passion growing up. Since launching Knorts, I’ve grown to appreciate LA a lot more. It’s invaluable to have such exposure to a high concentration of talented artists and collaborators, especially when pursuing my own creative endeavor. Knorts definitely wouldn’t be where it is today without it. Now I feel more love towards the city that’s given my brand so much.
I love how fluid, functional and high end the brand is. The juxtaposition between denim which is known to be a very sturdy material and knit which is more associated with soft and grandma. When did you decide to mix the two?
I decided to mix the two when I decided I wanted to live my life in constant comfort without sacrificing style. Conventional clothing is so restricting…why?
How does LA fit into Knorts ethos and aesthetic?
Los Angeles is laidback and casual, or so I’ve been told. Knorts reflects this lifestyle through the stretchy knit that people find so accommodating, sexy, comfortable, and flattering. Also, LA is one of the world’s denim capitals, so naturally anything denim is closely associated with the city and it’s aesthetic. Knorts takes pride in supporting and representing the local industry.
What’s your favorite thing about a coming of age story?
They’re relatable and nostalgic even if the story is very different from what I experienced because who doesn’t grow up with trials and tribulations?
Tell us about the handloom process?
For those who may not be familiar, a handloom is a knitting machine that lays flat on a table and is operated manually by hand. Knorts’ knitter, Javier Ramirez, has been knitting on a handloom his entire life. He threads the yarn through the machine, pushes the carriage back and forth with his hand, knitting a row of fabric each time it slides one way. He continues this until the exact measurements of the garment piece are fully knitted. Fortunately, since each piece of the garment is knit exactly to its measurements, there is zero waste material unlike the cut and sew design process.
I’m obsessed with the feel, the texture and the vibe of Knorts. How did you know people needed this?
I wouldn’t say I knew people needed my designs, but I certainly hoped they did! What I can say is that I understood how much clothes affect people’s mood, confidence, and self-image, so it made sense to create clothes that supported those things in a positive way, which, to me, meant designing clothes that didn’t make wearers look like they just walked out of yoga class, but also offered comfort, style, and a flattering fit.
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