Established by Jo Gordon in 1995, her eponymous scarf and knitwear collection focuses on wool pieces crafted in Scotland. Gordon believes that wool is a genuine and practical material, and Scotland has a rich heritage of creating and producing the finest knitwear, reflecting her enthusiasm for tradition and craftsmanship. She emphasizes exploration by unconventionally employing a production technique, reinterpreting a traditional method, or reviving a vintage pattern from the archives. This approach can transform something familiar into a new concept, and she frequently incorporates intricate colors and patterns on simple shapes to significantly alter context and mood.