Howlin'

Howlin’ is a unique Belgian brand founded by brothers Jan and Patrick Olyslager from Antwerp. With a passion for high-quality knitwear, humor, and music, the brand has established itself as one of the most original names in modern fashion. Their story begins with the family’s previous brand, Morrison, launched in 1981 and known for classic knitwear made in Scotland. In 2008, the brothers returned to their roots – and created Howlin’.

The name Howlin’ is both Scottish slang for something “smelly” and a musical nod – reflecting the brand’s playful spirit. During the winter season, Howlin’ focuses on knitwear made from local yarn, while the summer collections offer handmade terry cloth T-shirts – inspired by childhood memories and innovative materials. Around 30% of the summer collection still consists of knitwear in cotton, linen, and fine merino wool.

Howlin’ produces locally in Belgium and Scotland and collaborates with small factories that enable experimentation and craftsmanship at every stage. A clear influence in the brand’s identity is the Belgian music genre new beat, something that is also reflected in their spring/summer collections and garment labels.

Instead of model numbers, each garment is given a unique name – often inspired by music, cult series like Twin Peaks, or inside jokes filled with nerdy humor. In addition to their own line, they also run a store in Antwerp where they sell brands like orSlow, Jungmaven, and Paraboot.

The brand is not just about clothes – it’s a story, a heritage, a feeling. A brand where knitwear meets soul and every garment is part of something greater.