In a historic partnership, British heritage brands DAKS and John Smedley unveil a 12-piece knitwear collection that emphasizes ‘Made in England’ values.
British heritage brands DAKS and John Smedley have announced a new collaboration, launching a 12-piece knitwear collection for men and women that emphasizes ‘Made in England’ manufacturing. This partnership marks the first time the two historic brands have come together to produce a joint collection, showcasing their shared values and commitment to British craftsmanship.
In 2024, John Smedley reopened its production lines for seasonal orders and extended an invitation to DAKS to collaborate. Initially intended as a discussion for DAKS to produce their own knitwear, the conversation evolved into a true partnership involving both brands’ design teams to create a co-branded collection. DAKS, celebrating its 130th anniversary in 2024, identified the collaboration with John Smedley—recognized as the oldest knitwear maker in the world and operational since 1784—as a fitting venture that aligned with their rich heritage.
The partnership is underscored by a complementary design ethos and a storied history in British manufacturing, with both brands collectively holding four royal warrants. The collection is described as “a celebration of heritage meets innovation on British soil.” Jess Mcguire-Dudley, Deputy Managing Director at John Smedley, highlighted this sentiment, stating, “When we reopened our factory to third-party manufacturing, it was important that we collaborated with brands that truly recognised the benefit of our skills and experience of which we have honed over generations.”
A representative from DAKS acknowledged the significance of the ‘Made in England’ designation, noting that audiences of both brands regard it as a symbol of quality and authenticity. “We have found the perfect pairing to deliver this in working with the John Smedley team,” the spokesperson mentioned.
The collection utilizes John Smedley’s signature fine gauge Sea Island Cotton and pays homage to DAKS’ archive and traditional color schemes. John Smedley has reinterpreted two of DAKS’ iconic styles—the house check and house stripe—resulting in exclusive variations featured across a range of knitwear silhouettes, including extra fine polo knits and cardigans for both men and women.
The DAKS x John Smedley collection is now available for purchase on the websites of both brands, as well as in DAKS retail locations across Asia and in John Smedley’s two London boutiques.
Source: Noah Wire Services
