The designer and influencer on the story and inspiration behind her wool brand, CLÒIMH.
Many know Hollie Mercedes from the outfit reels she shoots on the streets of Amsterdam. But CLÒIMH is where her personal style meets a creative vision, bringing her long-honed eye for fashion to life through colourful, beautifully crafted wool accessories.
To celebrate the launch of CLÒIMH'S new collection – along with two exclusive-to-treen shades – we sat down with Hollie to find out more about her process, inspiration and personal connection to Scotland.
What motivated you to start your own knitwear brand?
I wanted to create a brand that celebrates Scotland’s rich textile heritage, while presenting it through a contemporary lens. With my background in product design, fashion and content creation, CLÒIMH felt like a natural way to bring together my love of materials, craftsmanship and storytelling.
How did you go about creating this collection and selecting the colours?
For me, it always starts with the materials and textures. I wanted this collection to feel modern while remaining rooted in the timelessness of wool. The colours are chosen to work together effortlessly, balancing understated, wearable tones with shades that add a little more character.
Can you tell us a bit about the materials you use and the suppliers you work with?
We work exclusively with natural fibres, selecting yarns for their quality, texture and longevity. We collaborate with specialist spinners and manufacturers across Scotland, the UK and Europe, including historic Scottish mills. Building relationships with the people behind our materials is a really important part of what we do.
“Scotland is at the heart of CLÒIMH. Growing up there gave me a natural appreciation for wool, its heritage and the craftsmanship behind it.”
How would you style the pieces this season?
I love mixing textures and keeping things relatively effortless. I’d style our knitwear with a classic wool coat, denim and sturdy boots, layering scarves, hats and accessories to add interest. The pieces are designed to work with what you already own and become part of your everyday wardrobe.
Is there a piece from the collection that’s particularly special to you?
The Wool Ear Flap Hat is a favourite. I love how it reinterprets a traditional shape in a way that feels modern and playful, while still being practical. It’s a great example of what we try to achieve at CLÒIMH: a fresh perspective on familiar styles.
You live in Amsterdam, but how does your home country, Scotland, influence your designs?
Scotland is at the heart of CLÒIMH. Growing up there gave me a natural appreciation for wool, its textile heritage and the craftsmanship behind it. I’m interested in taking those traditions and reinterpreting them through contemporary shapes, textures and colours, while continuing to work with Scottish suppliers and manufacturers.
And finally, what do you love most about autumn/winter?
I love the opportunity to layer and play with texture. There’s something special about getting dressed for colder weather, reaching for your favourite wool pieces and finding new ways to wear them. It’s also the season when knitwear really comes into its own.
