Wine Needs Air Shirt
Product Highlights
- Premium Quality Materials
- Stylish and Modern Design
- Highly Durable for Daily Use
- Perfect as a Gift or Personal Item
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While glossy campaigns romanticise heritage mills and factory-floor craftsmanship, the reality for those keeping the ‘Made in the UK’ label alive is far more complex. At a time when policy uncertainty, Brexit fallout, rising costs and shifting consumer habits are rewriting the rulebook, manufacturers from London to Lancashire are adapting, investing and, in many cases, defining a new narrative of value-led, small-batch, proudly local production. From heritage knitwear specialists rebuilding third-party manufacturing to luxury ateliers offering full-service design-to-delivery models, what unites these makers is a focus on long-term partnerships, product integrity and collective pride in place-based production. But they are also candid about the obstacles: fragmented retail channels, talent shortages, race-to-the-bottom pricing and the dominance of overseas sourcing models that still sideline the UK supply chain.Wine Needs Air Shirt
In conversations with eight founders and leaders, Vogue Business explores how the next chapter of British manufacturing is being written. British manufacturing has an amazing heritage, but we’re not resting on our laurels. Earlier this year, we launched a diffusion line called JS by John Smedley, which is all about doing things differently, perhaps using fewer design details or processes, so we can offer the same quality at a different price point. We turned that around in eight weeks. We can move quickly because we make everything here. We might have an ageing workforce, but they’re not ageing out of enthusiasm, skill or creativity. We make around 4,000 units per week and each one has 35 people involved, all of whom take great collective pride in what they do. It’s all about balancing the old and the new. After the pandemic, we invested £4 million in new machinery, which has allowed us to flex our creativity and open up third-party manufacturing again. In the first month, we had over 65 brands enquiring, but a lot just wanted an anniversary collection or a single product. I don’t want to be a nice marketing story for someone. I want tangible, long-term relationships with brands that are passionate about supporting British manufacturing. Around 70 per cent of the third-party manufacturing we do is a collaboration. When our founder started making products in 1784, he was one of the first factory owners to stamp his products, so people knew it was the highest quality. Today, we’re the oldest manufacturer in the world that is still manufacturing, and we believe we make the highest quality product in the UK. Why wouldn’t brands want a joint label?
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Bino Shirt