John Smedley, as a company, is just about as old as the United States of America. Started only eight years after Thomas Jefferson signed the Declaration of Independence, the knitwear specialists of Matlock, Derbyshire, have developed and matured since. Exactly 230 years later the brand is not a sartorial pensioner lacking in relevance, but still a vibrant and energetic teenager. You’re only as old as you feel, as the saying goes. As a result, John Smedley is today a comfortable and natural part of London Collections: Men, the capital’s world renowned menswear week, where established giants showcase their biannual catwalk collections alongside new and upcoming avant-garde graduates.
Though defined by traditional knitwear, John Smedley – partly through constantly rejuvenating itself by taking on fresh and new design talent – is also at the forefront of high-tech wool technology and dedicated to sustainable materials. By realising that fabric technology is fashion’s last frontier, John Smedley is able to compete with other, perhaps more fashion-focused brands.John Smedley creatives, like head designer Pip Jenkins, a Kingston on Thames university graduate, have skilfully stayed away from anchoring the brand in catwalk hysteria, instead opting for a more product-focused attitude. Perfecting key pieces and slowly developing new signature staples allows Jenkins to let the actual garments do the John Smedley talking. It might sound obvious, but in a hype-crazed 2014, that’s not always the case. Quality is a must and heritage a plus, but product is king. Not many brands have them all. John Smedley is that rare combination of tradition and direction, a brand as comfortable with its past as with the future.
Fig.1 Photos from the John Smedley brand women's clothing sales page
Fig.2 Photos from the John Smedley brand home page of website
So how do we get inspired by this talk and lead to sustainability?
The recycling, reuse and degradation of raw materials is the constant theme of sustainable development, and energy-saving and emission-reducing processes such as water-free and water-saving dyeing, low-salt and salt-free dyeing can upgrade the green value of products. The whole life cycle green concept from raw material to technology to product makes the low carbon friendly "traceable".
Reconciliation with nature, symbiosis with industry, a new balance with a focus on global ecosystems and an emphasis on security and interconnectedness will reshape our future. Green recyclability and environmental sustainability are increasingly becoming a global concern, and a low-carbon economy and sustainable development under an ecological civilisation is imminent.
If I look at it from a personal point of view I prefer the spirit of craftsmanship like the John Smedley brand, as in the previous Stephy Fung talk her own focus was all on digital fashion. If people are turning to digital technology, which has become fashionable in the last few years, then brands that focus on craftsmanship will lose a little bit of talent.
Fig.3.John Smedley brand instagram post
Inspired by Pip Jenkins, Creative Director of John Smedley
List Of Illustrations
Fig.1. Photos from the John Smedley brand women's clothing sales page [Online].Available at:https://www.johnsmedley.com
Fig.2. Photos from the John Smedley brand home page of website [Online].Available at:https://www.johnsmedley.com
Fig.3. John Smedley brand instagram post [Online].Available at:https://www.instagram.com/p/CowRzw6gQI4/?hl=en
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