John Smedley make super-fine merino knitwear for both men and women in a slightly vintage shape but ultra modern colours and patterns.The bare boarded shop is a perfect foil for the huge array of lollipop colours of the collection with some wonderful candy stripes thrown in to some of the designs.
The basic template is the long sleeved tee-shirt, which lends itself perfectly to the merino “wool”-so fine that it is almost like very thick cotton weaves.Think sporty, St. Tropez in the 30s-the look is as distinctive and classic as a Fred Perry polo.
Very moreish-but not cheap-this kind of quality comes at around £95 a tee.
For those who cannot be bothered to navigate to the shop there are concessions in the mens and casual women’s wear departments of Selfridges.