“Quiet luxury” might be a term coined in response to the sartorial code of hit TV show Succession. But to those who favour timeless closet staples, it’s not a seasonal trend linked to the Roy family’s signature look. It’s a way of life.
The HBO hit gave new credence to the notion of classics in the everyday wardrobe. From work to weekend, boardroom to bar, it placed focus on investment staples that were chic, not shouty, and supremely crafted — in other words, pieces that would endure beyond any season. This renewed enthusiasm for wearable clothing proved a refreshing antidote to the fashion calendar and the onus on all-things-new. Ephemeral fashion, this was not.
As the Roy family proved, formerly overlooked staples that form the backbone of one’s everyday style can actually be the star of the modern closet — these pieces are sleek, subtle and supreme. Think about the pieces we all turn to each season on repeat, and the chances are, no matter your signature style, there will be a few key items that we all gravitate towards; the navy sweater, the black turtleneck, the crisp shirt, the tailored trench. These are the heroes of any wardrobe, able to be mixed and matched with ease and packed into a vacation suitcase to form a capsule closet on-the-go. And despite the low-key, pared back aesthetic, Succession showed these were anything but basic.
Quiet luxury (QL) isn’t just an aesthetic, an idea or a mood. It’s an ethos. And it’s one that John Smedley was founded upon. Ever since being established in 1784, John Smedley has prided itself on creating hard-working, versatile staples that reliably withstand the test of time. Understated in essence, they’re anything but ordinary. Craftsmanship is what sets us apart — and it’s this too what distinguishes a QL piece from everything else on the market.
Quality is key. A navy crew neck jumper isn’t just a navy crew neck jumper. The beauty is found in the fit, the fabric and the finish. A QL sweater might be crafted from cashmere, or merino wool with a chunky or fine-knit gauge, depending on your preference. It’s one that has been washed, dyed and woven with care and attention — besides touching a knit on the shop floor, an easy way to tell off-the-rack is to look out for the Campaign for Wool or Woolmark labels, which denote that the fibre is exquisitely soft and responsibly sourced. Buy less, buy better is a motto: it’s the definition of an investment piece.
John Smedley’s knits embody this manifesto. All our jumpers are proudly knitted in our Derbyshire headquarters by our skilled team of artisans, many of whom have worked with us for decades. Each is finished by hand and made using time-honored techniques that undergo rigorous quality control — it ensures our pieces endure year after year, season after season. No matter what’s on television.
John Smedley, it’s not a trend but a way of life.
