​Heritage menswear label John Smedley has launched its first diffusion line, dubbed JS by John Smedley, for SS25. It brings its 240-year history in British manufacturing and its contemporary take on versatile knitwear to a wider audience and will be exclusively stocked at John Lewis.

Made in England from fully-traceable, high-quality New Zealand Extra Fine Merino Wool, the capsule “has a vibrant and youthful aesthetic, retaining the values of colour and high quality craftsmanship that are hallmarks of the brand”, it said.

While it’s a diffusion line of menswear silhouettes, there’s a unisex edge to the collection of 13 styles featuring shades of blue, pink and green, colour blocked or in bold, statement stripes.

The line features John Smedley’s “most popular pieces reimagined through a contemporary lens”. They’re designed “with a relaxed, boxier fit and colour blocking throughout the collection, as well as unique design details of visible branding knitted into each garment”.

Jess McGuire Dudley, deputy managing director of John Smedley, said: “As a brand we are continually looking to adapt to our customer and the evolving demands of the market. Through the diffusion line we can offer high-quality, fashion-forward styles with sustainable credentials, all designed and made in the UK at mindful price points.”

Prices range from £45 for accessories up to £190.