Alan Paine
Alan Paine has represented the finest in British knitwear and timeless country attire for more than a century, offering classic, nature-inspired tones and impeccable craftsmanship. Founded in 1907 by William Paine in the southern English town of Godalming, Surrey, the heritage brand has grown over generations into a household name in the world of premium country and outdoor clothing.
Godalming itself already had a long-standing tradition of wool processing when William Paine came across several dusty knitting machines in an old warehouse on his family estate. Guided by a discerning eye for quality and craftsmanship, he used them to produce his first sweaters – which quickly gained popularity.
The brand experienced a surge in demand in the 1920s, when wool sweaters with deep V-necks became fashionable for sports such as cricket, rowing, and tennis. Paine was soon able to open several of his own shops – including a store in London.
Among his most prominent customers was Edward VIII, then the Prince of Wales, whose fondness for bespoke knitwear helped shape the brand’s lasting reputation. During the Second World War, Paine also supplied the British military, with the Royal Navy particularly valuing the quality and durability of his sweaters.
After the war, William’s son Alan Paine took over the family business and led it into a new era with vision and a sense for modern demands. In the late 1960s, the company was renamed for marketing purposes: Paine’s of Godalming became W.F. Paine Ltd., and finally Alan Paine Knitwear Ltd. – a name that continues to stand for excellence in countrywear and fine British knitwear to this day.
