John Smedley and Bluebird Unite for a Captivating Blue Knitwear Capsule

Two renowned names in British design, John Smedley and Bluebird, have united this season to unveil an exclusive capsule collection. This collaboration has culminated in a sophisticated knitwear edit that masterfully interweaves heritage, contemporary craftsmanship, and the timeless elegance intrinsically linked with the colour blue.

The collection brings together over two centuries of unparalleled knitwear design and expertise from John Smedley with the vibrant identity of Bluebird, a contemporary fashion community rooted in the storied heritage of King’s Road. This unique partnership presents a meticulously curated range of trans-seasonal knitwear pieces, all crafted using John Smedley’s signature luxurious fibres, including their extra-fine merino wool, opulent cashmere mixes, and exquisite Sea Island cotton.

A central theme of the collection is its captivating colour story, which gracefully orbits around "a spectrum of considered blue hues." This choice serves as a direct homage to the deep and enduring affinity both brands share with this incredibly versatile tone. From the serene lightness of sky blues and pale sea tones to the profound depths of shades like midnight and indigo, each garment thoughtfully "echoes the timeless quality of navy while introducing tonal variation for modern wearability," ensuring both classic appeal and contemporary relevance.

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

Echoing this sentiment, Martin Williams, CEO of Bluebird parent company The Evolv Collection, added, “Like John Smedley, Bluebird proudly sits as a British Heritage brand. This is a collaboration with the world’s finest knitwear company and a natural partnership. As we approach London Fashion Week, it seems natural to be launching this beautifully curated fashion collection.”

The exclusive John Smedley x Bluebird capsule collection is now available for purchase, with pieces priced from £150. Shoppers can find the collection at selected locations including South Place Hotel, Bluebird City, and Bluebird Chelsea.