Knitch Magazine

Shannon Dunbabin hadn’t planned to enter the yarn industry, but when she moved to Seattle to marry Rob, the son of Bob and Jean Dunbabin of the famous Cascade Yarns, her fate was sealed. Today, she couldn’t imagine doing anything else! While Shannon works primarily out of the company’s head office, she spends a lot of time on the road attending yarn shows for retailers and knitters. We’re delighted to learn more about Shannon and Cascade.

Knitch: Cascade has a tremendous reputation amongst knitters for your vast selection and terrific value. Can you tell us what makes your yarns so popular?

Shannon: First of all the colors – lots of them. Cascade 220 has become such a staple and there are literally hundreds of choices now: solids, heathers, quatros, tweeds, hand paints. 220 Superwash has been gaining more colors as well.

We also offer great value – the right twist and high quality fibers at a fair price. We have quite a few Alpaca and Alpaca blends currently on the market: three gauges of Baby Alpaca (Alpaca Lace, Pure and Eco Alpaca, and Baby Alpaca Chunky), Dolce, Lana d’Oro, and Eco Duo.

A personal favorite is Lana d’Oro which is 50% Alpaca and 50% wool. We also have a number of machine washable wools available including 220 Superwash, 128 Superwash, Greenland, and Heritage --our sock yarn. There are several yarns coming for fall that I am quite excited about. These will be available in the next few weeks.

Knitch: Are you a knitter? If so, do you have any favorite designers?

Shannon: Yes, I’ve been knitting for about 6 years now. There are many designers I admire – Melissa Leapman, Alice Starmore, Elizabeth Zimmerman are just a few that come to mind. JoanMcGowan Michael and Wendy Bernard do a great job at helping people customize garments to actually fit real bodies.

Knitch: How do you keep on top of the knitting market?

Shannon: I read most magazines that I can find, including the various Vogue and Interweave publications, Knit ‘N Style, Cast On, Knitters, and some of the British knitting magazines. I visit a variety of shops around the country wherever I happen to be so I can see what they are doing and knitting. There are also numerous online resources – Knitty.com, Ravelry, and Twist Collective to name a few.

I attend all four Stitches events, TNNA in California and Columbus, and some other regional knitting shows.

Knitch: With all that traveling you’re exposed to a number of different markets. Do you see any regional differences in what knitters want?

Shannon: The coasts tend to try to be more on the leading edge of trends. Value seems to be more important to the middle of the country on average. It also depends a great deal on the local yarn shop. They can affect what people are creating probably as much or more than any other influence.

Knitch:. Can you tell us how you help shop owners select the Cascade yarns they’ll buy?

Shannon: You’ve got to find out about their customers, the types of projects they like to knit, the gauges…information like that. Each store has its own unique personality. We offer a wide variety of colors and fibers to fit different people.

Knitch: Where are the trends coming from?

Shannon: I think European colors and designers still have a big influence on the trends, but I also think it is getting more shaped by American tastes than it did in the past. The Internet has changed how fast trends happen and get adapted.

Knitch: Yes, knitters now have instant access to patterns and yarns – and other knitters – throughout the world. Based on the trends in the market right now, can you predict which Cascade yarns will be the most sought after in spring 2010?

Shannon: Ultra Pima, our new DK to Sport weight cotton. With 220 yards per 100 grams, a really great hand, and easy care -- it’s machine-washable and –dryable – it’s had great reception from shops as well as designers. There are 53 colors to choose from, and it’s one of the few cottons I’ve ever really enjoyed knitting with. Cascade Ultra Prima has been featured in several magazines including Vogue, Knit Simple, and Knitters.

Knitch: What types of patterns do you think will be most popular this season?

Shannon: Accessories are going to continue to be big. They’re a great way to try new techniques and yarns. Plus for busy lifestyles, it’s really great to actually be able to finish a project. The “60 Quick Knits” book published by Sixth and Spring has been extremely popular. It contains a wide variety of projects, levels, and techniques all knit in Cascade 220 or 220 Superwash. I think cables and color work will continue to become more popular as well.

Knitch: A lot of people would be very envious of your job. Is it as much fun as it sounds?

Shannon: It is fun --most of the time – but it’s a lot of work, too. There are deadlines to meet, seasons to prepare for, plus the shows. I love colors and textures and enjoy working with all the people that love yarn. It’s one of the nicer industries that I know.

I admire anyone who’s running a small business, and who loves doing it. My grandmother started her own music store and was passionate about it. Owning a small business, or being part of a family business, has a unique set of challenges and rewards and it is definitely not for everyone.

Knitch: The rewards of working in the yarn industry make it worth the challenges.

Shannon: Yes. Cascade Yarns is such a part of my life that it is hard to imagine not being part of it.

Many thanks to Shannon for taking time out of her very, very busy life to tell KnitchMagazine readers about her activities in the yarn industry. We wish her great success with Cascade’s spring line.