This October, we mark a milestone that speaks to the very heart of what we do.
In honour of The Campaign for Wool’s 15th anniversary, a cause long championed by HM King Charles III, we are proud to present a new capsule collection: a fully traceable, British-made celebration of natural fibres, crafted entirely in British wool.
From sheep to store, every piece in this collection tells a story of quiet mastery. It begins with the land where Bluefaced Leicester sheep graze and Masham breeds thrive and continues through the hands of British farmers, wool sorters, spinners and knitters who bring this extraordinary fibre to life.
This is not just a collection. It’s a statement of purpose.
Each piece bears an understated ‘Choose Wool’ emblem — a reminder that our decisions as wearers matter. That choosing wool is choosing nature. Choosing traceability. Choosing well.
“This collection is not just about garments,” says Managing Director, Jess Mcguire-Dudley. “It’s about stewardship. It's about recognising that wool is one of our most exceptional fibres - and that the future of fashion lies in making better choices.”
The unisex collection includes pieces for both adults and children, all crafted in the UK and designed to be treasured for years to come. This season also sees the introduction of our first-ever John Smedley British Wool yarns, offered alongside exclusive patterns to invite creativity and connection into the process.
As part of our ongoing Great British Wool Revival, this collaboration reaffirms our belief in responsible, best-practice manufacturing and our commitment to supporting British farmers and the wider wool industry. It is one more chapter in our story — a centuries-old legacy, still written in real time.
The John Smedley x Campaign for Wool Anniversary Collection launches 1st October 2025 at our London stores and online at johnsmedley.com