John Smedley's extra-fine New Zealand Merino wool is specially bred by selected wool growers on the alpine pastures of the South Island. It's a soft, sumptuous yarn that's naturally warm, comfortable and easy to maintain. In 1995 we began a unique sourcing programme with a specially selected number of wool growers in New Zealand which we still maintain today. It means we can trace our knitwear and control its provenance.
John Smedley has always been an innovative and progressive knitwear manufacturer. We blend the latest technology and age-old craftsmanship to create iconic garments engineered to last. Pieces that set new standards when they were first introduced are still among our bestsellers today. Classic styles and a culture that encourages ideas from all corners of Lea Mills mean we continue to innovate. With each new collection, we build on our reputation by creating the iconic John Smedley pieces of the future.
Our knitwear was already available online and in leading department stores and boutiques across the world, but we wanted to capture the magic of our Derbyshire mill and create a truly unique shopping experience. Brook Street's central London location, knowledgeable staff and shopping experience proved a hit with customers. It was and is our flagship store.