John Smedley & The Campaign for Wool worked closely with both Derby & Nottingham Trent Universities to launch the project for the East Midlands region, and over 25 designs were submitted for judging by John Smedley’s Managing Director Ian Maclean and Brand Director Jess Mcguire-Dudley.


In support of The Campaign for Wool’s 10th anniversary student design competition, John Smedley are delighted to present the winning submission by Georgia Alliigan of Derby University.

Georgia’s design, Durdle, focuses on highlighting the issues of erosion that are impacting the British coastlines due to climate change.

The garment features a traditional fair isle pattern that serves as a reminder of the importance of protecting our seas, coastline, and the craftsmanship of knitwear itself.

The Campaign for Wool is a global endeavour initiated by its patron, His Royal Highness The Prince of Wales, in order to raise awareness amongst consumers about the unique, natural, renewable and biodegradable benefits offered by the fibre. We can all make a difference by choosing wool to help safeguard the planet for future generations, and every year sheep produce a new fleece, making wool a natural, renewable fibre resource.

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