Knitwear brand, John Smedley has joined 200 other brands to power the Great British Wool Revival (GBWR) project, which is a storytelling project that was launched by the Think Tank Roundtable, last year.
With John Smedley as the key sponsor of GBWR, the main purpose of this partnership will be to drive conversations, marketing and community initiatives. Further, this association will also aim at making yarns and patterns available to customers, so that they’ll be able to create their own pieces.
Jess Mcguire-Dudley, MD at John Smedley shared her enthusiasm about collaborating with the GBWR project. She talked about the brand’s history of promoting British wool across their collections and also mentioned that since her joining the company 10 years ago, the company’s dependence on wool has increased tremendously by 50 per cent.
This collaboration will also address the challenges and opportunities for British wool at the UK Wool Conference in association with The King’s Foundation, next year. The partnership also aims at encouraging more brands to create collections made from British Wool. In this regard, Dudley also stated that she would like to motivate brands to embrace British Wools to design traceable collections and added that such an initiative can create an ecosystem that focuses on championing wonderful traditions and crafts of the UK.
This project seeks to support artisans from varied fields including farming, spinning, designing, and manufacturing among other areas. The GBWR also talked about wool’s potential in creating a sustainable landscape and supporting local economies.
