John Smedley Expands Categories With Special Japanese Collection
LONDON — John Smedley is celebrating its 110 years of trade in Japan with a limited-edition collection that goes beyond its fine luxury knits.
The brand will be manufacturing outside of its Derbyshire headquarters in the U.K. for the first time by producing the range in Japan as a nod to the country’s artisans.
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The 10-piece collection includes soft tailored jackets and trousers in dark shades of brown, olive and navy; white and blue striped shirts; classically cut outerwear; dense white T-shirts, and a utilitarian take on coordinates.
“After the U.K., Japan is John Smedley’s second-biggest market. For decades we’ve worked in partnership with our colleagues there to understand their consumer and tailor our products both in design and fit to better suit their requirements,” said Jess Mcguire-Dudley, the brand’s deputy managing director.
Smedley’s clientele in Japan is much younger and more fashion-oriented than its European and North American counterparts.
The brand’s signature knits have been tweaked and redeveloped when sold in Japan by featuring larger collars and a rounder silhouette.
“This new lifestyle collection is the reverse of that process, where we’ve embraced Japanese craftsmanship, tailoring it to meet the wants of our global consumers,” said Mcguire-Dudley.
The collection will be available from Tuesday online and in stores across the U.K. and Japan.
The expansion into separates comes in response to their clientele’s feedback.
“From our longtime customers who are interested in tailoring that perfectly complements their knitwear to new customers who are looking to add contemporary silhouettes to their wardrobes, there is something for everyone,” said Mcguire-Dudley.
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