A celebration of British style

Two icons of British design unite this season with the launch of the John Smedley x Bluebird capsule collection – a refined knitwear edit that blends heritage, modern craftsmanship, and the enduring elegance of blue.

Rooted in the legacy of John Smedley – the world’s oldest manufacturing factory still in operation and a standard-bearer of fine British knitwear since 1784 – this exclusive collaboration brings together over two centuries of knitwear expertise with the spirited identity of Bluebird Club, a contemporary fashion community with heritage in its DNA.

The capsule features a curated range of trans-seasonal knitwear pieces crafted in John Smedley’s Derbyshire mill using the brand’s signature fibres, including extra fine Merino wool, Luxury Cashmere mixes and Sea Island Cotton – each selected for their softness, breathability, and lasting performance.

The collection’s colour story revolves around a spectrum of considered blue hues – a nod to the longstanding affinity both brands share with this most versatile of tones. From Sky Blues and pale sea tones to deeper shades like Midnight and Indigo, each piece echoes the timeless quality of navy while introducing tonal variation for modern wearability.

These are the kind of blues that travel effortlessly from city to coast, season to season, mood to mood.

Each garment in the capsule is finished with Bluebird’s signature embroidered bird emblem – a delicate yet distinctive mark of identity, capturing the spirit of curiosity, movement, and self-expression that defines the Bluebird community. Placed subtly, it offers a personalised flourish within an otherwise clean, pared-back silhouette.

“We were excited to collaborate with a brand like Bluebird, whose approach to modern craftsmanship mirrors our own commitment to enduring style,” says Jess Mcguire-Dudley, Managing Director at John Smedley. “This capsule celebrates what both brands do best -thoughtful design, timeless colour, iconic garments, crafted to last from the finest of ingredients.”

Combining Smedley’s heritage of responsible manufacturing with Bluebird’s progressive spirit, the capsule is designed for those who appreciate pieces that are quietly iconic – worn often, loved forever.

“Bluebird is famous for Kings Road Fashion, Sir Terence Conran design and being a favourite of Royalty. Like John Smedley, Bluebird proudly sits as a British Heritage brand, born in England. This is a collaboration with the World’s finest knitwear company and a natural partnership. As thousands of diners walk into the fabled courtyard of Bluebird Kings Road each week, they walk past a giant portrait of Kate Moss one of Britain’s true icons and Bluebird is the most stylish restaurant in the Capital; so, as we approach London Fashion Week it seems natural to be launching this beautifully curated fashion collection.” Martin Williams, CEO, The Evolv Collection.

The John Smedley x Bluebird capsule collection is available via The Bluebird Club, South Place Hotel exclusively. Priced from £150.