The brand showed off a sustainability-themed window, showcasing the biodegradable John Smedley sweater that was buried on the grounds of Clarence House. The sweater features in the wool-friendly film by Alex James, “Slowing Down Fast Fashion.”
During the week the window will focus on a variety of topics, including sustainable farming, sourcing and fiber. The brand will also host a Q&A with John Smedley’s managing director Ian Maclean and, James — the British musician-turned-cheesemaker and sheep enthusiast — and the founder and director of Fashion Revolution Orsola de Castro.
In addition, John Smedley has teamed with James on a limited-edition Wool Week sweater, which was designed in merino wool. The sweater is priced at 160 pounds, or $198 at current exchange, and all profits will aid The Prince’s Trust charity. It will be sold at John Smedley stores and on the brand’s web site.
“I am the father of two growing girls and, as I become older, I become more aware of the legacy of pollution in all its forms that we are leaving to the generations that follow us,” Maclean said.
“Fast fashion and plastic clothing form one significant part of this pollution. We need to educate ourselves and our children about the positive effects we can derive for making better decisions — all the way from deciding what clothing we can purchase to what clothing we make. I want John Smedley’s wool garments to be both more sustainable option and a desirable item for consumers to own.”
U.K. Wool Week runs through Oct. 16.