The World Of Waring Brooke
The Story Behind the Name
The name Waring Brooke is deeply rooted in family and heritage—woven with generations of keeping people warm.
Waring comes from my grandmother’s maiden name. Her father, Francis Waring, was Director of Coalite, a company known for producing smokeless fuel and heating homes across Britain. Brooke is my maiden name—my father’s business transforms wood waste into biomass fuel, generating renewable energy for communities across the Midlands.
Warmth runs through our family’s history—quite literally. From coal to biomass, from past to present, the legacy lives on in every piece we create.
When you wear Waring Brooke, you’re wrapped in more than knitwear—you’re wrapped in generations of warmth, care, and craftsmanship. And yes, it’s a quiet play on words too: Waring Brooke, as in wearing warmth, history, and heritage.
Samantha Thomas – Founder & Creative Director
With a background in both high fashion and fast fashion, Samantha Thomas brings a refined eye and years of international experience to Waring Brooke. Her career began as Head Knitwear Designer for Alberta Ferretti in Italy, followed by a senior role at the American fashion house Max Studio in Northampton.
In Italy, Samantha was mentored by the legendary Alberta Ferretti, whose bold, expressive style and unwavering passion left a lasting impression. Given full creative freedom, Samantha honed her craft designing luxurious knitwear for the runway—pieces that celebrated artistry without limits.
Later, working alongside Leon Max, she gained a commercial sensibility, learning to blend creativity with purpose. His business acumen and focus on intelligent design shaped her understanding of fashion as both art and enterprise.
Today, Samantha’s design philosophy is grounded in elegance, intention, and heritage. Every Waring Brooke piece begins with a question: Who will wear this? Where will they wear it? How will it live in their wardrobe? The result is timeless knitwear, crafted in Britain with care, quality, and quiet confidence.
The Beginning
Waring Brooke was founded in 2017 by friends Megan Turner and Samantha Brooke, united by a shared passion for business, British craftsmanship, and countryside heritage. We began trading in 2018 with a vision: to create beautifully made, locally produced knitwear that reflects the elegance and authenticity of rural life.
Sourcing a UK manufacturer proved more challenging than expected. Minimum order quantities and pricing rarely aligned with our ambition to offer accessible luxury. We were determined not to compromise by moving production overseas—our belief in British-made, traceable fashion runs deep.
Rather than investing heavily in bulk stock, we chose a different path. We invested in a STOLL industrial knitting machine—giving us the freedom to design and manufacture in-house, on our terms. This decision gave us complete control over quality, quantities, and craftsmanship, and ensured every Waring Brooke piece could truly be Made in Britain.
A bold move at the time, but one that has shaped who we are today—timeless knitwear, created with intention and proudly made in the heart of the UK.
A Leap of Faith
Within just six months, we invested in a STOLL industrial knitting machine, taught ourselves to program and operate it, and developed a full men’s and women’s winter collection—from concept to completion. Every garment was knitted, linked, washed, and pressed in-house, ready for our debut at the prestigious Horse of the Year Show. We even designed and built our own trade stand—a true labour of love.
But ambition came fast and hard. Megan had recently welcomed her first child and, understandably, chose to step away from the business. At the same time, the pressures of managing both work and home life began to take a toll on my mental health. It was a moment of reckoning.
I took a step back to reassess—not just the business, but the kind of life I wanted to build through Waring Brooke. From that point forward, I reshaped the brand into something more sustainable, more intentional—a true reflection of slow fashion and British independence. A business that could thrive, even as a one-woman show.
Finding Our Focus
In the pursuit of a more sustainable path, I turned my attention to accessories—pieces that were not only easier to programme and produce but also allowed for thoughtful craftsmanship and creativity on a more manageable scale.
This shift led to one of Waring Brooke’s most distinctive innovations: personalised knitwear. By translating customers’ initials into bespoke geometric patterns, I was able to create accessories that felt both timeless and entirely unique to the wearer. A celebration of individuality, made in Britain.
The response was immediate. Our personalised designs caught the attention of leading publications including VOGUE, TATLER, GRAZIA, METRO and the Daily Mail.
“Where you can buy stylish, reusable face masks – Waring Brooke” – GRAZIA, November 2020
“Chances are your friend doesn’t have a snood personalised with their initials like this one” – Horse & Hound, November 2020
“Time to upgrade to a monogrammed Merino wool snood. The Waring Brooke snood is the warmest option, and you can pick two initials to have woven into the pattern.” – COACH, April 2021
These features marked a turning point—affirming that small-scale, considered design could still make a big impact. And it set the tone for the next chapter of Waring Brooke.
Growth with Purpose
As I began to recognise the uniqueness and desirability of the personalised accessories, I slowly learned how to sell them—no small feat for someone whose background was rooted in design, not retail. With time, the business found its rhythm and began to generate a modest profit.
This allowed me to reinvest in Waring Brooke, bringing on a PR agency to help share the brand’s story and extend its reach. It soon became clear that the business was growing too quickly for one pair of hands. So, I took a leap and hired my first employee.
With support, I was finally able to step back from the day-to-day operations and focus on what I loved most—developing new products, crafting thoughtful campaigns, and building meaningful partnerships.
One of the most rewarding collaborations came through our work with Framework Housing Association. During the height of the pandemic, as homelessness surged, we wanted to give something back to our local community. Using our own resources and time, we produced and donated hand-finished blankets, scarves, and hand warmers to help bring a little warmth to those in need.
It was a small gesture, but one that embodied everything Waring Brooke stands for—craftsmanship with heart, rooted in British soil and community spirit.
A Return to Fashion
With more time to focus on design and programming, I was able to expand Waring Brooke’s product range—venturing back into fashion, where my creative roots truly lie. This natural progression brought a renewed sense of purpose and joy to the business, and with it, exciting new opportunities.
In 2021, Waring Brooke proudly joined a growing network of UK stockists—a milestone that felt both surreal and deeply rewarding. Collaborating with like-minded retailers across the country has allowed us to share our story and products with a wider audience, all while staying true to our values of British-made, design-led craftsmanship.
That same year, I was honoured to be named a finalist in the Great British Entrepreneur Awards for the ‘Made in the UK’ category—a recognition that affirmed the hard work, resilience, and passion behind the brand.
Since launching in 2018, the journey has been nothing short of an emotional rollercoaster. There have been challenges, moments of doubt, and periods of profound growth. But through it all, Waring Brooke has remained my lifeline—my purpose.
I live to create, and I create to live. I’m proud of how far we’ve come, and I can’t wait to see where the next five years will take us.