Sheep

What Sheep does

Sheep Inc. (legal entity: Sheep Included Limited) is a London-headquartered direct-to-consumer apparel brand founded in 2018 that sells a full natural-fibre knitwear wardrobe for men and women, priced from approximately £90 for T-shirts to £490 for premium outerwear. The product portfolio spans Merino sweaters, hoodies, T-shirts, outerwear, trousers, shorts, swimwear, and accessories, with a proprietary Fibregen blend combining regenerative cotton and Merino wool and a Connected Dot NFC tag embedded in each garment that links to a per-product Life Cycle Assessment independently verified by Carbon Footprint Ltd. The brand sources ZQ-certified ultra-fine Merino from carbon-negative regenerative farms in New Zealand, with scouring in Italy and knitting in Portugal at facilities running on 100% solar power, supporting its claim as the world's first carbon-negative fashion brand.

Sheep Inc. operates exclusively through its own e-commerce storefronts — sheepinc.com for the UK and EU and us.sheepinc.com for the US — with no physical retail, marketplace, or third-party wholesale channels disclosed. Marketing relies on an owned editorial blog (Field Notes), email capture with a 15% first-order incentive, organic Instagram, and substantial earned media across Vogue, BBC, GQ, and Fast Company. In March 2025 the company closed a £5 million Series A led by Inside Out LLC, the sustainable fashion holding company founded by Suzy Amis Cameron, and was subsequently acquired into Inside Out's portfolio alongside The Simple Folk. The business model is straightforward one-time unit sales with full duties and taxes included, free carbon-neutral shipping over £100, free 28-day returns, and a lifetime repair service via The Knit Clinic. Rodolphe Gruaz is listed as President.

Name

Sheep

Legal name

Sheep Included Limited

Website

https://sheepinc.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Sheep Inc. is a London-based direct-to-consumer apparel brand selling regenerative Merino wool knitwear, outerwear, and accessories for men and women through its own e-commerce stores, differentiated by carbon-negative verified sourcing, NFC supply chain traceability, and a proprietary Fibregen cotton-Merino blend.

Ownership category

akta.pro rank

Product category

Sustainable Knitwear Apparel

NAICS

Apparel Manufacturing (315), Apparel Knitting Mills (3151), Apparel Knitting Mills (31512), Knit Fabric Mills (31324)

SIC

Knit Outerwear Mills (2253), Women's, Misses', And Juniors Outerwear (2330), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Knitting Mills (2250)

akta.pro primary industry

Knitwear & Sweaters Manufacturers (CRAAAAAJ)

akta.pro secondary industries

Knitted Fabric Mills (IMAOABAB), Technical Fabric Mills (Performance/Protective/Medical Substrates) (IMAOABAH)

Keywords

• Sustainable knitwear
• Merino wool apparel
• Natural fibre clothing
• Carbon-negative fashion
• Regenerative wool garments

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Sheep Inc. generates revenue exclusively through direct-to-consumer e-commerce sales of natural fibre knitwear. Products include Merino wool sweaters, hoodies, T-shirts, outerwear, trousers, shorts, and accessories for men and women. The brand operates own e-commerce storefronts (sheepinc.com, us.sheepinc.com) with pricing ranging from approximately £90 for basic T-shirts to £490 for premium outerwear. No subscription, marketplace, or third-party retail channel revenue is referenced.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Sheep Inc. designs, manufactures, and sells direct-to-consumer knitwear apparel made from regenerative Merino wool and its proprietary Fibregen cotton-Merino blend, including sweaters, hoodies, T-shirts, outerwear, trousers, shorts, swimwear, and accessories for men and women. Each garment is embedded with a Connected Dot NFC tag for end-to-end supply chain transparency and is independently verified to have a carbon-negative cradle-to-grave CO2e impact. Products are sold exclusively through owned e-commerce storefronts in the UK/EU and US, supported by a lifetime repair service called the Knit Clinic.

Product overview

Sheep Inc. is a natural fibre clothing brand offering a unified portfolio of Merino wool knitwear and apparel for men and women. The core offering centers on signature Merino wool products (sweaters, hoodies, T-shirts, outerwear, trousers, shorts, accessories) supplemented by the proprietary Fibregen blend (Good Earth Cotton + Merino wool sweatshirts/hoodies), the Ultra-Light Collection (featherweight essentials), and seasonal sales. The brand differentiates through regenerative farming partnerships, carbon-negative supply chain verification, Connected Dot NFC traceability technology, and lifetime knit repair services via The Knit Clinic. Products are sold exclusively through the direct-to-consumer e-commerce platform with operations in the UK and US markets.

Differentiator

Problem solved

Functional benefit

Products and services

• The Merino Swim Shorts (Crimson Current) Knit swim shorts crafted from 100% woven Reda Active superfine Merino wool with biodegradable Yarnaway mesh lining, featuring temperature regulation, fast drying, and natural odour resistance; sold to individual retail consumers via sheepinc.com.
• The Ultra-Light Collection Featherweight collection of T-shirts, polos, and hoodies crafted from superfine regenerative Merino wool, engineered for movement, breathability, natural temperature regulation, and moisture-wicking; sold to women's individual consumers via sheepinc.com.
• Women's Fibregen Collection Sweatshirts and hoodies made from Sheep Inc.'s proprietary Fibregen blend of regenerative Good Earth Cotton and Merino wool, providing disciplined structure, breathable comfort, and oil-free biodegradability; sold to women's individual consumers via sheepinc.com.
• Women's Hoodies Women's hoodies in long-staple ultra-soft Merino wool knitted for airy loft and lasting softness, with select styles in the Fibregen regenerative cotton-Merino blend; sold to individual consumers via sheepinc.com.
• Women's Sweaters & Sweatshirts Women's Merino wool jumpers including crewnecks, high-necks, cable knits, and Fibregen sweatshirts engineered for line, loft, and lasting form; sold to individual consumers via sheepinc.com.
• Women's Outerwear & Overshirts Women's knitted jackets and overshirts in 19.5µ Merino wool, including the Knitted Bomber, Chore Jacket, Wool Fleece, Varsity Jacket, and Plaid Over Shirt, offering warmth without bulk; sold to individual consumers via sheepinc.com.
• Women's T-Shirts & Polos Women's Merino T-shirts and polo shirts in long-staple ultra-soft Merino wool, naturally responsive to body temperature and engineered to maintain shape through repeated wear; sold to individual consumers via sheepinc.com.
• Women's Accessories Women's Merino wool accessories including beanies with resilient ribbing and scarves ranging from refined wardrobe staples to bold jacquard designs; sold to individual consumers via sheepinc.com.
• Women's Trousers & Shorts Women's trousers and shorts in Merino wool including Flow Trousers with tailored lines, Flow Joggers with relaxed form, Plaited Trousers, Ribbed Knitted Skirts, and Silhouette Shorts for seasonless wear; sold to individual consumers via sheepinc.com.
• Men's Collection Men's Merino knitwear covering layering pieces, hoodies, T-shirts, polos, trousers, swim shorts, and accessories, edited for life rather than excess; sold to individual consumers via sheepinc.com.
• Men's Merino Swim Shorts Men's swim shorts in 100% Merino wool with Reda Active technology, naturally soft, breathable, and quick drying, regulating temperature from water to shore and feeling like a second skin; sold to individual consumers via sheepinc.com.
• Men's Fibregen Collection Men's sweatshirts and hoodies in the Fibregen blend of Good Earth Cotton and Merino wool; sold to individual consumers via sheepinc.com.
• The Knit Clinic Repair and restoration service for Sheep Inc. knits; when garments need reshaping, refreshing, or repairing the Knit Clinic brings them back to form for as long as customers own them.
• The Endless Tide Collection Limited edition hoodie collection of four colours inspired by the beach, supporting ocean conservation through EarthEcho International; sold to individual consumers via sheepinc.com.

Quantifiable outcome

• Carbon-negative cradle-to-grave CO2e impact per garment — verified by Carbon Footprint Ltd
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• PondacoreStrategic or Co-development PartnerPonda is a regenerative materials company that developed BioPuff, a plant-based insulation made from bulrush grown on restored wetlands. Sheep Inc. partnered with Ponda as a launch partner for BioPuff, integrating the material into Sheep Inc.'s product range. The partnership positions both companies as disruptors to conventional insulation materials in fashion and outdoor apparel, with Ponda's wetlands being regenerated across Europe.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Armedangels: German sustainable fashion brand producing GOTS-certified organic and natural-fibre apparel across knitwear, denim, and outerwear. Comparable to Sheep Inc. via regenerative/natural-fibre knitwear emphasis and sustainability-first positioning, but with broader multi-category assortment and a wholesale-plus-DTC model.
• Kotn: Certified B-Corp DTC basics brand built around traceable Egyptian cotton and natural fibres. Comparable to Sheep Inc. via direct-to-consumer, natural-fibre sourcing, B-Corp certification, and sustainability storytelling, though Kotn is cotton-led rather than wool-led and primarily focuses on basics.
• Organic Basics: Sustainable DTC apparel brand selling essentials in organic cotton, Merino wool, and recycled materials across Europe and the US. Comparable to Sheep Inc. through DTC-only model, Merino-based product line, regenerative-material sourcing claims, and B-Corp-adjacent positioning, but at a lower price point and broader basics range.

Broad incumbents

• Patagonia: Iconic sustainable outdoor apparel brand operating at scale across wholesale, DTC, and repair services. Comparable to Sheep Inc. through its leadership in regenerative wool sourcing, environmental transparency, and circular-economy practices, but it operates as a broad multi-category incumbent rather than a knitwear-focused specialist.
• Reformation: Sustainable fashion brand using natural and recycled fibres with extensive sustainability reporting (RefScale) and premium DTC positioning. Comparable to Sheep Inc. via premium DTC, sustainability storytelling, and emphasis on traceability, but operates across dresses, denim, and womenswear rather than focused knitwear.
• Allbirds: DTC-first sustainable apparel and footwear brand built around natural materials (Merino wool) and credible carbon-footprint labelling. Comparable to Sheep Inc. in its direct-to-consumer motion, Merino-centric product positioning, and B-Corp-style sustainability messaging, although Sheep Inc. is apparel-only and Allbirds is footwear-led.
• Everlane: Premium DTC basics brand built on radical transparency in factories and pricing. Comparable to Sheep Inc. through its DTC model, premium positioning, and emphasis on supply-chain transparency to millennial/Gen-Z urban consumers, though Everlane's category breadth (knits, denim, accessories) is wider.
• Stella McCartney: Luxury designer brand recognised as a pioneer in cruelty-free and sustainable luxury fashion with regenerative wool sourcing. Comparable to Sheep Inc. as a luxury, sustainability-led apparel benchmark, but operating in full-price luxury wholesale/DTC versus Sheep Inc.'s accessible-premium positioning.

Direct peers

• Sweaty Betty: Premium women's activewear and knitwear brand operating DTC plus physical retail, with strong emphasis on technical fabrics and London origins. Comparable to Sheep Inc. through Merino-led knitwear, women's premium positioning, and London base, though Sweaty Betty has larger scale and broader activewear focus.
• Finisterre: UK-based sustainable apparel brand specialising in natural-fibre technical clothing including Merino wool knitwear, sold via DTC plus select wholesale. Closest direct peer to Sheep Inc. in geography, category emphasis (wool-led knitwear), and sustainability-first sourcing from regenerative and traceable supply chains.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/sheepinc
• Xx.com/sheepincluded

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sheep