# John Smedley balances fashion innovation and tradition in a tough market

British knitwear brand John Smedley is innovating while preserving its heritage as it competes in a difficult fashion market. The Guardian Business report examines how the company is adapting. It highlights the challenges facing heritage manufacturers trying to stay relevant.

**Importance:** 2/5

## Sources

### Business
- [The Guardian Biz](https://www.theguardian.com/business/2026/nov/01/john-smedley-knitwear-brand-innovating-fashion-tradition-tough-market-manufacturing) — Sun, 01 Nov 2026 12:00:11 GMT