British luxury knitwear brand John Smedley is embracing modernity while honoring its 240-year legacy with the launch of its first-ever diffusion line, ‘JS by John Smedley.’ Designed to reach a broader audience, this fresh collection merges heritage craftsmanship with a bold, contemporary aesthetic.
Exclusively available at British retailer John Lewis, the capsule collection features 13 meticulously crafted styles, all made in the brand’s Derbyshire factory using its signature extra fine merino wool. With a focus on sustainability, each piece is produced using fully traceable, high-quality New Zealand merino wool, reinforcing the brand’s commitment to responsible fashion.
Jess McGuire Dudley, deputy managing director of John Smedley, emphasized the importance of evolution, stating: “As a brand, we are continuously adapting to meet customer needs and the ever-changing market. With this diffusion line, we offer high-quality, fashion-forward styles with sustainable credentials, all crafted in the UK at mindful price points. We’re delighted to collaborate with John Lewis, the perfect partner to bring this vision to life.”
The collection caters to both loyal John Smedley fans and newcomers alike, showcasing the brand’s love for vibrant colors and contemporary silhouettes. Designed with a relaxed, boxier fit, the pieces exude a youthful energy, featuring bold color-blocking in shades of blue, pink, and green. Standout items include knitted rugby shirts, cardigans, and jumpers, each reimagined with a fresh, modern twist.
Although designed primarily in menswear silhouettes, the collection embraces unisex appeal, ensuring versatility for all fashion enthusiasts. Sustainability remains at the heart of the line, with John Smedley upcycling archived or deadstock yarns and utilizing every fiber purchased to achieve zero waste.
Anna Bray, branded menswear buying manager at John Lewis, expressed excitement about the partnership, stating: “We’re thrilled to be the exclusive stockist of the ‘JS by John Smedley’ diffusion line. At John Lewis, we prioritize high-quality design and fresh, exciting brands, making this collection a perfect fit. Its premium craftsmanship and contemporary appeal seamlessly align with our curated selection of trusted labels.”
The ‘JS by John Smedley’ collection is available exclusively at johnlewis.com and at the Peter Jones store in London. Prices range from £45 for accessories to £190 for select pieces, offering luxury knitwear with a modern edge at accessible price points.
