British luxury knitwear brand John Smedley introduces its menswear diffusion line, JS by John Smedley, focusing on sustainability and contemporary design in collaboration with John Lewis.
British luxury knitwear brand John Smedley has unveiled its new menswear diffusion line, JS by John Smedley, for the Spring/Summer 2025 season, in an exclusive partnership with renowned retailer John Lewis. The new collection is now available online through John Lewis’s website and at its iconic Peter Jones store located in Chelsea.
The JS by John Smedley line comprises 13 unique pieces, each reflecting a contemporary reinterpretation of the brand’s traditional knitwear offerings. Priced at an average of 30% less than the main John Smedley line, this collection aims to make high-quality knitwear more accessible to a broader audience.
A significant focus of this collection is sustainability. The yarns used have been sourced from materials that were previously viewed as archived or redundant, promoting a circular economy approach and ensuring that “John Smedley has utilised every single fibre purchased,” thereby cultivating a zero-waste initiative.
Jess McGuire Dudley, Deputy Managing Director at John Smedley, elaborated on the motivation behind the collection, stating, “My vision when developing this collection was to showcase the values of John Smedley to a new generation of consumer via a vibrant and innovative collection that is crafted from our circularity yarns.” She further emphasized the intention to promote responsible British manufacturing through their collaboration with John Lewis as the exclusive stockist, adding, “As a brand we are continually looking to adapt to our customer and the evolving demands of the market.”
Designed with modern aesthetics in mind, the diffusion line features relaxed, boxier fits with a considerable unisex appeal. The collection incorporates colour blocking techniques, unique design elements, and knitted branding, presenting a palette that includes shades of blue, pink, and green, along with bold statement stripes. This design approach targets both potential new customers, attracted by the collection’s vibrant colours and sustainability ethos, and the brand’s existing clientele.
Anna Bray, Branded Menswear Buying Manager at John Lewis, expressed enthusiasm about the collaboration, saying, “We’re thrilled to be the exclusive stockist of the new JS by John Smedley diffusion line. Here at John Lewis, our focus is to consistently offer our customers high-quality designs and exciting new brands, so this new collection ticks both boxes.”
The collection not only reflects contemporary fashion but also pays homage to John Smedley’s rich heritage by drawing inspiration from nostalgic rugby shirt and sportswear styles, aiming to blend both tradition and modernity seamlessly.
In terms of future accessibility, the JS by John Smedley collection will soon also be available on the John Smedley official website, with potential plans for additional wholesale distribution in the coming stages.
Source: Noah Wire Services
