British heritage knitwear brand John Smedley is embarking on an exciting partnership with the Great British Wool Revival (GBWR), both of whom share a passion for championing British wool. This collaboration aims to elevate the appreciation and understanding of British wool in the fashion industry and beyond.
John Smedley, with its long-standing expertise in knitwear, is well-positioned to lead this charge. As the world’s oldest knitwear manufacturer, the brand has always valued British craftsmanship. Its commitment to using local materials has deepened since it first introduced British wool into its collections in 2015. Now, this partnership will enhance a variety of community, educational, and marketing initiatives—marking a significant development in their mission.
The Great British Wool Revival, first launched last year by the think tank Fashion Roundtable, is dedicated to storytelling and support for British wool. Originally in partnership with Yoox Net-a-Porter, GBWR serves as a platform for over 200 companies seeking to promote the sustainable use of British wool. They believe wool can be a cornerstone of eco-friendly fashion, benefiting not just the environment but also local economies—from rural farmers to small designers.
This collaboration recognizes that a shift towards natural materials is more than a trend; it’s a movement toward sustainability. By spotlighting the unique qualities of British wool, both John Smedley and the GBWR are working to cultivate a regenerative fashion system. As consumers become increasingly aware of their choices, the need for locally sourced materials is more relevant than ever.
In this partnership, John Smedley is stepping up its game by making yarns and patterns available to the public for the first time in its history. This means not only can you enjoy beautifully crafted pieces but also create your own sustainable garments. Their past offerings have included stunning winter collections featuring various British sheep breeds, including the remarkable Blue Faced Leicester and Cheviot.
The collaboration will roll out various projects, including the Sustainable School Uniform Project in conjunction with Derby Museums. This initiative aims to educate young people about the benefits of British wool, inspiring them to design the school jumper of the future. Additionally, a winter campaign will showcase the versatile applications of British wool, from machine-knitted products to artisanal hand-knitted creations, highlighting the stories of the farmers, spinners, and knitters behind each piece.
The 2024 UK Wool Conference, supported by The King’s Foundation, is also on the horizon. This conference aims to address current challenges while uncovering opportunities for British wool, encouraging brands to start developing collections with this remarkable material.
Jess Mcguire-Dudley, the Managing Director of John Smedley, shared her excitement about this initiative. “Since I first joined the company over a decade ago, we’ve been champions of British wools. The increase in our wool usage has been significant, and I’m thrilled that one of my first major initiatives as MD is to deepen our commitment by partnering with GBWR,” she said. Her enthusiasm reflects a genuine understanding of the potential that exists when brands unite to support sustainable practices.
Tamara Cincik, founder of Fashion Roundtable, echoed these sentiments. “The Great British Wool Revival is exactly what the industry needs. It addresses the gaps in the supply chain and supports initiatives that resonate with our core values of provenance and local craftsmanship. Collaborating with John Smedley, we can enhance critical storytelling from farm to designer.”
This partnership isn’t just about wool; it’s about reviving a heritage and ensuring that British craftsmanship remains vibrant and accessible. As consumers, engaging with this initiative means investing in sustainable fashion with a story, knowing that each thread carries a legacy of craftsmanship and community. Together, we can transform the future of fashion, one woolen garment at a time.
Image Source: John Smedley @ Instagram
