John Smedley Choose’s Wool to Celebrate the Campaign’s 15th Anniversary

John Smedley launches 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 1^st October 2025 exclusively at John Smedley’s London stores and www.johnsmedley.com