Let it Snow
Inspired by snowy nights and family gatherings, the John Smedley Christmas capsule collection is a winter-warming feast for the senses
words Will HALBERT
The John Smedley Christmas capsule has a firm focus on the joy and wonder of family heirlooms. A visual ode to the well made and the long lasting, the collection harks back to a time when beautiful, quality garments were lovingly treasured and passed through generations of families. And why would it be any other way? As a family business, John Smedley itself has operated in very much the same manner for the last 235 years.
The collection itself is designed to evoke memories of borrowing your father’s, husband’s, partner’s sweater, or wrapping your children in your own garment as they fall asleep in front of the fire, tired from all
the festivities. Each piece in the collection features traditional jacquards taken from the Smedley archives which are then produced across extra fine merino garments and hand-knitted Alpaca pieces alike. Smaller, more intricate patterns replicating snowy window scenes from family photographs and the words ‘Let it Snow…’ round out the festive charm of the garments.
‘Smaller, intricate patterns replicating snowy window scenes from family photographs and the words ‘Let it Snow…’ round the festive charm of the garments.’
In a true celebration of Smedley’s family spirit, the campaign itself fixes its lens on three generations of the Smedley family, who boast an 80-year tenure at the company between them. ‘Nothing gives us greater satisfaction than knowing we are the 8th generation of so many families who have contributed to making The World’s Finest Knitwear over the last 235 years,’ says Ian Maclean, Managing Director of John Smedley.
‘My first memory of John Smedley is going round the factory when I was a small boy’ adds Non Executive Director, Robert Marsden-Smedley. ‘I am now very proud to sit in the same boardroom as my ancestors, and to play a part in this iconic business.’
The John Smedley capsule collection is one that sings of Christmas spirit and offers a true celebration of family warmth. Like the brand itself, the Christmas capsule transcends trends to create a timeless collection that will go the distance, year after year. By all accounts, the capsule offers a fitting visual metaphor for a brand that, for all its history, has its sights fixed firmly on the years to come. EJ
johnsmedley.com
