Our story


One family, three alpacas and a meadow in the valley of the Mandel-river in West-Flanders, Belgium, that is how Hug & Hum started in 2013. Once a year – in spring – the alpacas were shorn. Anja De Brabant and her family were so delighted about the silky softness of the alpaca fleeces they decided it would be a waste not to use them. At first, the fleeces were used to produce scarves: soft, fluffy and oh so pleasantly warm. When Anja got in touch with a knitwear designer, she decided to create a complete knitwear collection consisting of 100% baby alpaca. Pure and natural, without any dyes or chemical treatments and with all of the natural qualities of alpaca.

Today, Hug & Hum is ready to wrap the world in alpaca warmth and cosiness.


Respect for nature – and the natural beauty of alpaca fleece – is at the core of Hug & Hum’s story. In order to preserve their insulating qualities and fluffy feel, alpaca fleeces are mainly processed by hand. After the alpacas are shorn, the fleeces are sorted out by colour and quality. Plant residues and impurities are removed – the so-called skirting – and only the best parts are selected to be spun into the softest yarn. The knitting is done with the same care and respect fort he fibre. By using a stitch that doesn’t pull the yarn too tight, we are able to keep its natural softness.

warmth and


Hug & Hum uses 100% baby alpaca from Peru. That is also where all the spinning and knitting is done. We work together with a knitwear atelier located in Peru, that employs local, socially vulnerable women, allowing them to earn a fair income to support themselves and their families. Recently, we started a similar collaboration with a social enterprise that produces all- natural botanically dyed yarns, in small batches by the skilled hands of local women artisans. They use plants they find in the mountains to dye the alpaca yarns in new, exclusive colours for Hug & Hum. By working together with social enterprises we want to bring warmth and softness not only to the people who wear the collection, but also to those who make it.

Why alpaca?
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