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Rowan Update:
Future Directions,
and the Fate of Designer DK
A few weeks ago we reported that Rowan was discontinuing its Designer DK yarns at the end of this year.
Nicola Earnshaw at Rowan recently sent us a note explaining why they made the decision to discontinue the Designer DK and where they're going next. Here's an excerpt.
A Note from Rowan
Thank you for contacting Rowan and for giving us the opportunity to provide some information for Knitters Review. I have visited your site and found it very informative and a great encouragement to
knitters.
Unfortunately, I must first confirm that you are correct in saying that we have decided to discontinue the Designer DK from our range,
though of
course there is still plenty of the Designer DK yarn in the
shops at this
time. To understand the reasons for this decision it is
important to be
aware of the background to it.
At Rowan, we believe it is important to listen to our
customers and to
maintain our tradition as the 'Designer's Yarn Company' - the
basis of our
original and ongoing success reflected in our knitting designs
and knitting
yarns. In the last couple of years the customer demand has
been for softer
and softer fabric.
Alongside this the advancements in yarn
technology has
opened up a whole new world of possibilities in the shape of
new softer
yarns. This has enabled us to meet the customer demand by
introducing
yarns like the DK Soft, Chunky Soft and the Kid Soft (as
currently reviewed
on your site) offering our designers and knitters a new knitting
experience.
Our replacement for the Designer DK is a 50/50 pure fibre mix
of wool and
cotton - the new Rowan Wool Cotton - which offers a softer handle
than the
pure wool it replaces. The range is supported by a broad
palette of colours
and we view the Wool Cotton as a new Rowan classic with
wonderful potential
for the future, and a new generation DK weight.
We are very excited about our new ranges, and we hope that
this will be
translated to the customers through the new designs in our
current
magazines, offering them the opportunity to try new yarns for
themselves.
I hope that this information will be useful.
Kind regards,
Nicola Earnshaw
Sales Office Manager
Rowan
You can learn more by visiting the Rowan Web site.
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