This autumn, innocent is taking its beloved Big Knit campaign from smoothie bottles to the fashion world. The drinks brand has teamed up with cult London label House of Sunny and Great British Bake Off star Prue Leith to launch its boldest drop yet — Big Knitwear, a limited-edition capsule inspired by fruit and good causes.
From Smoothies to Sweaters
The exclusive Big Knitwear collection celebrates five of innocent’s most iconic fruits — strawberry, cherry, mango, lemon, and pineapple — transformed into playful knitwear. Each fruity design comes to life across vibrant jumpers and cardigans, with just 150 pieces of each style available.
The collection marks the triumphant return of the Big Knit, which raises funds for Age UK — a charity supporting older people across the UK. For every behatted smoothie sold, 30p goes towards Age UK’s vital work, from tackling loneliness to providing health and nutrition guidance.
Prue Leith Models the Collection
Fronting the campaign is culinary icon Prue Leith, joined by real Age UK knitters Sue, Amarjit, Raksha, and Mahavash, aged 69–85. Together, they embody the joyful spirit of the campaign — proving that fashion has no age limit.
“The Big Knit has always been about more than little hats,” says Leith. “Now, it’s been taken to a whole new, fruity level — colourful, fun, and supporting an incredible cause.”
A Campaign Two Decades Strong
innocent’s Big Knit started in 2003 with a simple idea — tiny hats on smoothie bottles to raise money for Age UK. Since then, over £3.6 million has been raised and 1.3 million hats knitted by volunteers nationwide.
This year, behatted bottles return to Sainsbury’s and Co-op shelves from 8th October, with the fashion line arriving shortly after.
How to Get the Big Knitwear Drop
Fashion fans can win a piece of the collection via a giveaway on @innocent from 22nd October. Entrants will also have the chance to donate directly to Age UK through innocentdrinks.co.uk.
Kirsty Hunter, innocent’s Chief Marketing Officer, said:
“The Big Knit is one of our longest-running campaigns. This year, we’re shining a bigger spotlight on it — showing that fashion can do more than look good; it can do good too.”
House of Sunny’s Fruity Touch
House of Sunny founder Sunny Williams adds,
“We’ve always believed fashion should be fun and unexpected. Creating berry-bright pieces that support a great cause made perfect sense. Style should spark joy — and give back.”
When to Shop
Big Knitwear officially launches 21st October. Visit innocentdrinks.co.uk to learn more and follow @innocent for your chance to win a slice of fruity couture.
