Introducing Family Heirloom | Christmas 2019 | Let It Snow...

Inspired by snowy nights, roaring fires and the John Smedley family gathering for Christmas, this season the John Smedley Christmas capsule collection focuses on the idea of family heirlooms, the idea that beautiful, quality garments are lovingly treasured and passed through generations of families as the family business of John Smedley has been itself. The collection 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, tired from all the festivities in front of the fire. The collection features traditional jacquards taken from the Smedley archives across extra fine merino garments, alongside hand knitted Alpaca pieces and smaller intricate patterns replicating snowy window scenes from family photographs and the words ‘Let it Snow…’ The campaign features the Smedley family themselves with three generations and an almost 80 year tenure at the company between them, as a reminder of the importance of family in the company itself of the John Smedley family, alongside the generations of families who continue to craft the world’s finest knitwear to this day. This capsule collection transcends trends and decades and is designed to be worn to make memories in, and to be lovingly kept for years to come. Let it Snow....