Luxury Brands Celebrate British Craftsmanship
As we’ve been tracking, for many brands, sustainability concerns as well as Covid-19 restrictions have made local sourcing and manufacturing a more enticing option – if not a necessity. UK-based brands JW Anderson and Ted Baker are embracing this idea by launching Made in Britain collections, which are fully manufactured in the UK.
Inspired by British heritage, with a nod to 60s youth culture, Ted Baker’s collection seeks to celebrate the ethos of UK style while also appealing to a younger consumer. Alongside aiming to celebrate local suppliers and manufacturers, the brand is keen to position this drop as a luxury collection, citing the high quality and unrivalled craftsmanship of British manufacturers as a key selling point.
JW Anderson refers to sustainability concerns as well as lockdown measures as the inspirations for creating this new collection, using local factories and excess deadstock from its previous collections to create the pieces.
The capsules, which both feature men’s and womenswear (JW Anderson being unisex), are released as off-season drops – a smart strategy to appeal to Gen Z consumers – and are manufactured entirely in the UK.
Not only is local manufacturing more ethical – as it decreases emissions caused by transportation and ensures more transparency in the supply chain – it also allows brands to give back to local communities and better engage with their customers. Brands would be wise to use Covid-19 lockdowns and restrictions as a time to re-evaluate their production practices and reconsider opportunities closer to home.
For more on fashion’s push for local manufacturing, see our Sustainable Spotlight and Community + Commerce: Leaning into Local. Also see Covid-19: Fashion’s Manufacturing Responses and Luxury Fashion’s Pandemic-Era Priorities for more insights on how the pandemic has shifted production practices and product focuses.