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The UK’s Biggest Pattern House

About Us

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We are Sewdirect is the UK consumer website for Simplicity, Vogue Patterns, Butterick, McCall’s, New Look, and Know Me Patterns. also offers the German pattern brand Burda, as well as haberdashery and needlecraft items, sewing tools and accessories.

Did you know?

Simplicity Creative Group and The McCall Pattern Company are now known as Simplicity Limited, part of the IG Design Group with headquarters in New York, USA.

By bringing together the leading sewing brands we’ve combined hundreds of years of history in pattern making under one roof! Ebenezer Butterick, is regarded as the inventor of standardised paper patterns for clothing, going on to mass produce designs by 1866.

Founded in 1927, Simplicity has long been known as a brand committed to sewing education and support. In the early 1940s, Simplicity embarked on a major sewing education program, by which travelling representatives, fashion shows, educational books and literature were presented and disseminated across the country. Such programs cemented Simplicity as the key source for learning to sew, and set the foundation for how sewing is taught today.

Know Me is one of our special new brands, created by VP of patterns Mimi G. Working with community sewing stars we help them release their own pattern designs, combining our expertise with their unique style.

All our Sewing Patterns are designed and manufactured by Simplicity Ltd in the USA. The International business is managed from the UK offices, based in Stockport, Cheshire. There is also a regional office in Australia for

What else do you produce?

Simplicity is dedicated to encouraging and supporting creativity with high quality, fun to use products, projects and services.

The family of well known craft, sewing, knitting, hobby and home decorating brands includes: Simplicity, McCall’s, Vogue Patterns, Butterick and New Look patterns. Plus appliques and sewing accessories, EZ Quilting® templates and tools for patchwork; Boye® knitting needles, crochet hooks and accessories.

IG Design Group also has a number of amazing subsidiaries who market and distribute a wide range of consumer products in the crafts, gift and celebrations sectors.

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