In the advertising industry there’s a well-known saying: ‘sex sells’. In menswear, on the other hand, the same is true of heritage. A deep-rooted brand story is a hot commodity when it comes to men’s fashion. So much so that fledgling brands will often cling onto any connection they have to the past, no matter how obscure, in order to give themselves some added historical clout.
Then there are those labels that don’t need to try at all. Names that have been handed down from generation to generation over centuries, becoming truly iconic in the process. One such brand is John Smedley, the Royal Warrant British knitwear label responsible for kitting out everyone from world-famous musicians to stars of stage and screen.
Since 1784, John Smedley has been producing the world’s finest knitted garments out of the same mills in Matlock, Derbyshire. Now the label’s ‘The Icons’ range is condensing that history into a carefully curated capsule collection that embodies the John Smedley ethos. That is: unparalleled quality with every stitch.
From Mill To Movie Screen
The 1950s and beyond saw John Smedley become the knitwear brand of choice for many of the world’s most iconic film stars, musicians and public figures. Back then, the likes of Marilyn Monroe, Audrey Hepburn and The Beatles could all be seen frequently wrapped up in the label’s premium garments.
Later on, it provided garments for the wardrobes of multiple Bonds. Most recently in Skyfall, where Daniel Craig can be seen in the classic ‘Bobby’ V-neck.
Today, John Smedley continues to spread its roots as the choice brand for quality knitwear, counting modern day legends such as Paul Weller and Brad Pitt among its fans. It has also cemented itself on the fashion landscape after showing at London Collections: Men’s - the first ever men’s fashion week - as well as being the go-to knitwear manufacturer for some of the world's most respected designers.
The Icons
This rich history, meticulous approach to design and high-quality hand-craftsmanship have seen the label become iconic in its own right. Now you too can own a part of its British heritage through the key pieces from its new ‘Modern Icons’ collection. Here are a few of our favourite picks from the range.
The Rollneck
It’s a sad time when the barbecue has to be wheeled back into the garage for the season and the mercury begins to plummet once again. But an expertly crafted rollneck can help to soothe the pain. This cold-weather staple is made for layering and John Smedley’s extra-fine merino Cherwell pullover is the perfect accompaniment to anything from 007-esque tailoring to slim-fit selvedge denim.
The Knitted Long-Sleeve Polo
The humble polo shirt has always provided a helpful bridge between smart and casual, but opting for a body-hugging wool variation is a great way to take your sartorial stylings to the next level. Offering a slick way of introducing a dash of texture to proceedings, John Smedley’s Belper long-sleeve is subtle, sophisticated and versatile enough to dress a suit down, or even dress your weekend wardrobe up.
The V-Neck
Some men will tell you v-neck is a dirty word in the world of menswear. Don’t pay them any attention. After all, whose style would you rather emulate? A bunch of people who won’t wear a certain style of top just because they heard it’s not cool, or James Bond himself? It’s a no brainer. And John Smedley’s Bobby V-neck is the same in that was rocked to exemplary effect by Daniel Craig in Skyfall. Pair it with a crisp white shirt and a tonal necktie for best results.
The Shawl-Collar Cardigan
Nailing winter dressing is all about ensuring your layering game is on point. And having a classic shawl-collar cardigan at your disposal gives you another string to your sartorial bow. This cold-weather staple can be used as a snug middle layer between shirt and winter coat to keep the chill at bay. Or simply wear it as a top layer on warmer days. It’s this versatility that makes one of John Smedley's iconic shawl-collars an essential addition to your seasonal wardrobe.
Check out John Smedley's new Modern Icons collection now and watch the world's finest knitwear in action in their latest campaign video
Photography by Natasja Fourie and music by Sadie Brown
