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Dr. No, 1962/John Smedley

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In the announcement industry there’s a acclaimed saying: ‘ sells’. In menswear, on the added hand, the aforementioned is accurate of heritage. A abiding cast adventure is a hot article aback it comes to men’s fashion. So abundant so that apprentice brands will generally adhere assimilate any affiliation they accept to the past, no amount how obscure, in adjustment to accord themselves some added actual clout.

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Then there are those labels that don’t charge to try at all. Names that accept been handed bottomward from bearing to bearing over centuries, acceptable absolutely iconic in the process. One such cast is John Smedley, the Royal Warrant British knitwear characterization amenable for kitting out anybody from world-famous musicians to stars of date and screen.

Since 1784, John Smedley has been bearing the world’s finest knitted apparel out of the aforementioned mills in Matlock, Derbyshire. Now the label’s ‘The Icons’ ambit is abbreviating that history into a anxiously curated abridged accumulating that embodies the John Smedley ethos. That is: unparalleled affection with every stitch.

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From Mill To Movie Screen

Dr. No, 1962/John Smedley

The 1950s and above saw John Smedley become the knitwear cast of best for abounding of the world’s best iconic blur stars, musicians and accessible figures. Aback then, the cast of Marilyn Monroe, Audrey Hepburn and The Beatles could all be apparent frequently captivated up in the label’s exceptional garments.

Later on, it provided apparel for the wardrobes of assorted Bonds. Best afresh in Skyfall, area Daniel Craig can be apparent in the archetypal ‘Bobby’ V-neck.

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Today, John Smedley continues to advance its roots as the best cast for affection knitwear, counting avant-garde day legends such as Paul Weller and Brad Pitt amid its fans. It has additionally anchored itself on the appearance mural afterwards assuming at London Collections: Men’s – the aboriginal anytime men’s appearance anniversary – as able-bodied as actuality the go-to knitwear architect for some of the world’s best admired designers.

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The Icons

This affluent history, accurate access to architecture and high-quality hand-craftsmanship accept apparent the characterization become iconic in its own right. Now you too can own a allotment of its British ancestry through the key pieces from its new ‘Modern Icons’ collection. Here are a few of our favourite picks from the range.

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The Rollneck

It’s a sad time aback the barbecue has to be wheeled aback into the barn for the division and the mercury begins to collapse already again. But an expertly crafted rollneck can advice to allay the pain. This cold-weather basic is fabricated for layering and John Smedley’s extra-fine merino Cherwell bodice is the absolute accessory to annihilation from 007-esque dressmaking to slim-fit selvedge denim.

The Knitted Long-Sleeve Polo

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The apprehensive polo shirt has consistently provided a accessible arch amid acute and casual, but opting for a body-hugging absolute aberration is a abundant way to booty your sartorial stylings to the aing level. Offering a glossy way of introducing a birr of arrangement to proceedings, John Smedley’s Belper long-sleeve is subtle, adult and able abundant to dress a clothing down, or alike dress your weekend apparel up.

The V-Neck

Some men will acquaint you v-neck is a bedraggled chat in the apple of menswear. Don’t pay them any attention. Afterwards all, whose appearance would you rather emulate? A agglomeration of bodies who won’t abrasion a assertive appearance of top aloof because they heard it’s not cool, or James Bond himself? It’s a no brainer. And John Smedley’s Bobby V-neck is the aforementioned in that was rocked to admirable aftereffect by Daniel Craig in Skyfall. Pair it with a brittle white shirt and a tonal necktie for best results.

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The Shawl-Collar Cardigan

Nailing winter bathrobe is all about ensuring your layering d is on point. And accepting a archetypal shawl-collar cardigan at your auctioning gives you accession cord to your sartorial bow. This cold-weather basic can be acclimated as a close average band amid shirt and winter covering to accumulate the arctic at bay. Or artlessly abrasion it as a top band on warmer days. It’s this versatility that makes one of John Smedley’s iconic shawl-collars an capital accession to your melancholia wardrobe.

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Check out John Smedley’s new Avant-garde Icons accumulating now and watch the world’s finest knitwear in activity in their latest attack video

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Photography by Natasja Fourie and music by Sadie Brown

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