Wool Week, organised by The Campaign for Wool is celebrated annually to highlight the importance of permanence and sustainability in today’s buy now, throw away tomorrow fashion culture.

The Campaign for Wool is a universal effort that was pioneered by its patron HRH The Prince of Wales. Wool Week demonstrates the sustainability and versatility of wool – a natural fibre that is the product of evolution and is completely natural, sustainable and recyclable.

This year Wool Week runs from Sunday 9th October until Sunday 16th October. This prestigious event will be opened at the John Smedley Jermyn St store by John Smedley, Alex James (musician, writer, and presenter of the film Slowing Down Fast Fashion) and The Campaign for Wool.

The relationship between the three hosts began several months ago; HRH The Prince of Wales, Alex James and The Campaign for Wool chose a John Smedley garment to be buried in the grounds of Clarence House as part of a test on sustainable fibres. Knowing that John Smedley’s Merino wool is entirely ethically sourced, sustainable and bio-degradable the garment was buried alongside a synthetic version by HRH and just 4 months later both were dug up by Alex.

A reveal of both garments which proves the biodegradability of Merino Fibre will be showcased at the Jermyn St. launch of Wool week.

Alex James x John Smedley Exclusive Sweater

To celebrate Wool Week Alex James and John Smedley have teamed up to produce a collaborative piece – crafted, naturally, in Extrafine Merino Wool. The garment is modelled on style Farhill in black, featuring a Hollyhock purple neck trim and neck loop alongside a special label.

Each of the 50 limited edition jumpers will be numbered 1/50. The garments are available to purchase from our Brook St and Jermyn St stores and online at johnsmedley.com

**All profits from sales will be donated to The Prince’s Trust charity.**

Fashion can be seen as becoming too throwaway. We are here to make knitwear that goes beyond trends where true craftsmanship is everlasting.”
– Pip Jenkins
Head Designer, John Smedley