John Smedley Launches Diffusion Line at John Lewis
LONDON — John Smedley is broadening its consumer base with the launch of its new diffusion line, JS by John Smedley. The label will exclusively launch at John Lewis on Feb. 20.
Building on the mainline’s 240-year-long heritage in knitwear, JS by John Smedley will offer 13 styles made in the brand’s U.K. factory using extra fine merino wool.
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“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 U.K. at mindful price points,” said Jess McGuire-Dudley, John Smedley’s deputy managing director.
In the first capsule collection, blue, pink and green statement stripes zip across pieces with relaxed, rugby polo-inspired fits. Sustainability is also central to the line, upcycling archived yarns and ensuring no fiber has gone unused.
Joining John Lewis’ roster of in-house labels and curated brands, the department store’s branded menswear buying manager Anna Bray said the retailer was excited to be the line’s exclusive stockist. “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.”
John Smedley dipped its toe into category expansion in September 2024 to celebrate 110 years of doing business in Japan. For the first time in the brand’s history, the 10-piece collection was manufactured outside of its Derbyshire headquarters. Produced in Japan, the capsule offered up soft tailoring in addition to tweaked knitwear silhouettes featuring a rounder silhouette.
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