September 24, 2025 2 min read
Under the golden light of Blenheim’s grand facades, amidst the energy of the European Championships, Lockwood Smocks took its place at centre stage. Visitors streamed past, stopping at our stand — many already familiar from social media, others discovering us for the first time.
It was one of those rare weekends where everything aligned: heritage meets opportunity, craftsmanship meets enthusiasm.
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• Brand visibility & engagement. We met long-time followers and new admirers — all drawn in by our commitment to real, British-made countrywear. Many told us they’d watched our journey online and came just to see the wax smocks and wool gilets in person.
• Strong sales & conversions. The rails lightened quickly — wax jackets, wool and Sherpa gilets, quarter zips — well-loved staples sold out in record time.
• Connections for the future. Conversations flowed: suppliers, collaborators, press contacts, and potential brand partners. We left with not just receipts but real relationships.
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These remain the icons of country outerwear — rugged, weatherproof, timeless. Our wax-smock designs drew many in, with comments about weight, finish, drape, and utility. We spoke at length with buyers about repair services, re-waxing options, and life cycle — all core to what makes these garments sustainable and long-lived.
Layering is king in country style. Our wool gilets and Sherpa fleece vests proved irresistible — warm, soft, and elegant under a smock or outer layer. We heard repeatedly how people appreciated that these are British-produced from tip to hem.
Not everyone wants full outerwear; some prefer a high-quality layer that bridges seasons. The L.O. quarter zip filled that niche beautifully — sporty yet refined, cut for layering, comfortable enough for countryside walks.
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Craftsmanship & locality. Every customer expressed admiration when we explained how we manufacture in the UK, in limited runs, with careful oversight. That story differentiates us from brands who outsource — it’s not just a nice-to-have, it’s central to what we are.
Authenticity. At a time when “heritage style” can be a marketing ploy, the people we met responded to our transparency. They asked: where the cloth is milled, who cuts and sews, how long items last. We were proud to answer.
Community. The sense of belonging was palpable. Many purchasers said they felt part of something — buying from Lockwood meant supporting jobs, real skills, and British manufacturing.