John Smedley has unveiled a new collaboration with The Campaign for Wool to celebrate the organisation’s 15th anniversary. The partnership pays tribute to provenance, natural fibres and craftsmanship through a capsule collection made exclusively from British Wool.

Launching on 1 October 2025, the unisex range for adults and children highlights full traceability from farm to finished garment. Each piece shines a light on the work of British farmers, wool sorters, spinners and craftspeople, while carrying a discreet ‘Choose Wool’ emblem to encourage consumers to favour renewable, natural materials over synthetics.

The collection combines softness and durability through the use of Bluefaced Leicester and Masham wools, both fully renewable and biodegradable. “This collection is not just about garments,” said Jess Mcguire-Dudley, Managing Director at John Smedley. “It’s about stewardship. It’s about recognising that wool is one of our most exceptional fibres – and that the future of fashion lies in making better choices.”

As part of the launch, John Smedley will also introduce its first British Wool yarns with patterns, aiming to make garments accessible both through purchase and self-crafting. The initiative builds on the brand’s support of British Wool through projects such as The Great British Wool Revival, which seeks to reinvigorate domestic appreciation of the fibre.

Established in 1784 and holder of HM King Charles III’s Royal Warrant, John Smedley remains the world’s oldest operational factory, with a longstanding reputation for fine merino knitwear. Alongside its heritage collections, the brand has expanded into lifestyle staples and its JS by John Smedley diffusion line, while also investing heavily in sustainable production.

The Campaign for Wool was launched in 2010 by King Charles III, then Prince of Wales, to promote the natural, renewable and sustainable qualities of wool. British Wool, which is owned by around 30,000 sheep farmers in the UK, supports the fibre’s use across apparel, furnishings and flooring.

The John Smedley x The Campaign for Wool capsule will be available exclusively at John Smedley’s London stores and online.

www.johnsmedley.com

www.campaignforwool.org

www.britishwool.org.uk