John Smedley launches diffusion line exclusively with John Lewis

British luxury knitwear brand John Smedley has launched a new menswear diffusion line for SS25 exclusively with John Lewis.

Now live on the retailer’s website, as well as in its Peter Jones store in Chelsea, the JS by John Smedley collection aims to bring a contemporary take of its knitwear to a wider audience, with prices averaging around 30% less than the John Smedley mainline across clothing and accessories.

There is also a sustainability element to the 13-piece collection, as the yarns used have been previously considered archived or redundant, adding a circularity to the project "ensuring that John Smedley has utilised every single fibre purchased", creating zero waste.

Jess Mcguire-Dudley, Deputy Managing Director at John Smedley, said: “My vision when developing this collection was to showcase the values of John Smedley to a new generation of consumer via a vibrant and innovative collection that is crafted from our circularity yarns.

"We also wanted it to act as a catalyst to bring responsible, British manufacturing into the mainstream through our partnership with John Lewis as the exclusive stockist of season one.

"As a brand we are continually looking to adapt to our customer and the evolving demands of the market. Through the diffusion line we can offer high quality fashion forward styles, with sustainable credentials, all designed and Made in the UK at mindful price points.

"All this while fundamentally shining a light on British manufacturing and celebrating the artisans that make up our 240-year history. We are excited to join with John Lewis, the perfect partner, to bring the vision of this collection to life."

Anna Bray, Branded Menswear Buying Manager at John Lewis, said: "We're thrilled to be the exclusive stockist of the new JS by John Smedley diffusion line. Here at John Lewis our focus is to consistently offer our customers high quality designs and exciting new brands, so this new collection ticks both boxes.

"The blend of premium craftsmanship and contemporary design elements means the collection will sit effortlessly within our own assortment of trusted John Lewis labels and curated brands."

This diffusion line, while offered in menswear silhouettes, has unisex appeal. The silhouettes have been designed with a relaxed, boxier fit and there is colour blocking throughout the collection, as well as unique design details and knitted branding. The collection comes in several key colourways including shades of blue, pink and green – with statement stripes also key.

The collection is described as offering something for both the new John Smedley customer, attracted by the vibrant colours and sustainability credentials, as well as the brand’s loyal existing customers.

Mcguire-Dudley added: "We wanted to stay true to our heritage via the reference to nostalgic rugby shirt and sportswear styles, while also evolving our new unisex, boxier body shapes and design details that will appeal to a new consumer."

The JS by John Smedley collection will also be available on the brand’s own website and there is potential for further wholesale accounts in the future.