Renowned TV host and fashion icon Prue Leith has ditched her kitchen apron for a vibrant cardigan from a special Big Knitwear collection in collaboration with drinks company innocent and Age UK. Created by popular fashion brand House of Sunny, the collection showcases cardigans and crewnecks adorned with innocent’s beloved fruits like strawberry, cherry, mango, lemon, and pineapple.
Expressing her excitement, Prue stated, “I’m thrilled to be part of this initiative. The Big Knit has always been more than just cute hats; it’s about aiding Age UK in supporting the elderly to lead fulfilling lives. Now, it’s elevated to a whole new level with this colorful and fun fashion line.”
Fashion enthusiasts can try their chance at winning these unique knitwear pieces through a giveaway on innocent’s Instagram account, with releases starting on October 21. Since its inception in 2003, the Big Knit campaign has raised substantial funds by having volunteers knit tiny hats for innocent smoothie bottles, with 30p from each bottle sale going to Age UK.
Innocent’s Chief Marketing Officer, Kirsty Hunter, expressed delight in expanding the Big Knit’s reach through the fashion collaboration, emphasizing how the miniature hats have significantly contributed to supporting the elderly. The collaboration aims to raise essential funds, spark conversations, and highlight the positive impact of fashion beyond aesthetics.
To showcase the knitwear, Prue was joined by Age UK knitters Sue, Amarjit, Raksha, and Mahavash. Hannorah Lee, Age UK’s Director of Fundraising, commended the creative celebration of the Big Knit, acknowledging the enduring efforts of knitters nationwide in supporting older adults.
The Big Knitwear collection will be launched on October 21, offering interested individuals an opportunity to learn more on innocent’s website and potentially win a fruity fashion piece by following innocent on Instagram. Entrants also have the option to contribute to Age UK through a donation link on innocent’s website.