From sheep to store – a tribute to nature, craftsmanship and enduring responsibility 

John Smedley has announced a new collaboration with The Campaign for Wool, celebrating its 15th anniversary as one of King Charles III’s championed charities. 

At the heart of this partnership lies a shared commitment to provenance, natural fibres, and the skilled hands that bring wool to life. 

To mark this milestone, John Smedley has created a capsule, unisex collection for adults and children crafted exclusively in British Wool. Every garment is traceable – from sheep to store – shining a light on the work of the British farmers, wool sorters, spinners and craftspeople who shape each piece with quiet mastery. 

Responsibly sourced and fully traceable back to UK farms, the collection honours the entire supply chain with the integrity it deserves. As a statement of purpose, each sweater features an understated ‘Choose Wool’ emblem — a call-to-action encouraging consumers to opt for natural, renewable materials over synthetic alternatives. 

The collection is crafted from the exquisite Bluefaced Leicester for softness and Masham wools for durability, full traceability and sustainability – each yarn is natural, renewable and biodegradable. 

John Smedley has championed British Wool in its wider collections for over a decade and continues to support the fibre’s future through initiatives like The Great British Wool Revival – a campaign dedicated to reinvigorating domestic appreciation for this time-honoured material. 

This campaign also marks the first time John Smedley will release its own British wool yarns, complete with patterns with the aim to make all British wool garments more accessible either via purchase or by crafting yourself. 

The Campaign for Wool’s 15th anniversary is a timely reminder: when you choose wool, you choose a fibre that is natural, biodegradable, renewable – and deeply worthwhile. 

The John Smedley x The Campaign for Wool Collection launches 1st October 2025 exclusively at John Smedley’s London stores and www.johnsmedley.com 

About John Smedley: 

Established in 1784, John Smedley, holder of HM King Charles III Royal Warrant of Appointment, has built its name in crafting the finest merino knitwear in England for centuries — it remains the oldest, still operational factory in the world. Through its circularity project John Smedley is committed to responsible production and its mission to fulfil its own emission-reducing targets. In 2024, it invested over £3 million in machinery bolstering its production line in order to reintroduce third-party manufacturing which aims to encourage brands to bring knitwear manufacturing back to UK shores. From Autumn/Winter 2024, the brand introduced men’s and women’s lifestyle staples to complement the core knit offering and has recently launched a diffusion line, JS by John Smedley, bringing British made knitwear to a wider audience. 

Made in England. Rooted in History. Designed for today. 

About The Campaign for Wool: 

The Campaign for Wool is a not-for-profit international organisation that aims to raise awareness amongst consumers about the unique and sustainable properties of wool as a natural fibre and promote the many ways and products in which it can be used. His Majesty King Charles III first conceived the initiative in 2008, when he was HRH The Prince of Wales, and then it was formally launched to consumers in 2010. As a serious environmentalist, His Majesty believes wool’s natural, renewable origin and highly technical structure offer fashion and interiors many superior benefits. 

About British Wool: 

British Wool is based in Bradford and is owned by approximately 30,000 sheep farmers in the UK. It collects, grades, sells, and promotes British wool to the international wool textile industry for use in flooring, furnishings, and apparel. 

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