The brand’s mission statement is “To you, me and I. My friends, my followers and those who are yet to connect. My people [knittys]. I have been surrounded by you all my life [my knittys]. I have heard your stories. You have taught me. You have helped me. I understand life better because of you. I understand your life better because of you. Becaue of us, we are what we are [Knittys]. The addiction is real, crack and ket, they laugh at us [I hear you my knittys]. We’re no different to the socialites, the white collars, the boys in blue, the poets, the story-tellers [We’re all knittys]. Likes and love, beer and bud, coke and coins, pussy and pills, needs and noodles, who you fooling? [No stopping the knittys]. They don’t know the life we have lived [context], the trauma we’ve experienced [calm], the illness that fucks witih the dome [Dr Knitty]. Now is the time to embrace [Respect knittys] it’s time to smash the system, spread peace, show kindness: Hello happy face [Hello Knitty] Fist call, last call, only call [attention Knittys]. Calling my soul-lusters, my mind-movers, my dopamine-gang-bangers, my creative shottaz to finally yield >>>>>>>>>> [K.N.I.T.T.Y]”
Knitty’s first photo shoot took place in the streets of Belleville, Paris. Krishan met up with a few guys who were happy to shoot the clothing as they believed in the brand ethos and wanted to play a part in it. The next day an impromptu shoot was set up in a local skate park, using the railings as hangers and teens aged 17-18 reconfirmed the organic street feel of the street wear shoot creatively directed by Krishan himself.
The brand aims to hone in on the three main points, COMMUKNITTY (community) UKNITTY (Unity) & HUMAKNITTY (Humanity).
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