At Lockwood Smocks, every week is packed with grit, graft and good old-fashioned British workmanship – and this week’s Wednesday Waffle is no exception. From Birmingham’s industrial heartlands to Somerset countryside shoots, this was a week that perfectly captures what my brand stands for: British-made, ethically produced countrywear – designed for those who live life outdoors.

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🧵 British Manufacturing at the Core of Lockwood Smocks

The week began with a return to the Birmingham factory where all Lockwood garments are proudly made using 100% British materials. I brought my mum with me, and it was a real moment to see her alongside Pav’s mum. Pav runs the third-generation UK garment factory where our waxed jackets, smocks and gilets are produced – an emotional reminder of how this brand is building bridges between British tradition and modern purpose.

📸 We grabbed a photo of the two mums together – one representing the roots of the Lockwood brand, the other representing the beating heart of British manufacturing today.

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📈 Marketing Strategy for Blenheim Palace Horse Trials

Midweek was all about forward planning. I met with Chloe and Jay – two of my closest collaborators – to go over our marketing strategy for Blenheim Palace Horse Trials 2025. We’ve got big plans for one of the country’s most iconic equestrian events, from content campaigns to an exclusive drinks partnership.

If you’re heading to Blenheim Horse Trials this year, make sure to stop by the Lockwood stand – it’s going to be more than just a shopping experience.

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🎥 Wax Jacket & Smock Photoshoots – Bath & Hinton St Mary

By Friday, I was back behind the wheel, van loaded with Lockwood kit, heading south for a weekend shoot with ZZ Studios – the brilliant team behind our brand photography. Saturday took us to the historic streets of Bath, where we captured our new British-made wax jackets and equestrian smocks in a truly iconic setting.

My sister-in-law, Sarah Cumming, joined us on set wearing the new range – expect to see her face on our website and socials very soon. After wrapping the day, I stayed overnight with old friends in Priddy, Somerset – always good to mix business with a bit of countryside hospitality.

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📍 Hinton St Mary: The Spiritual Home of the Brand

On Sunday, we travelled to Hinton St Mary, the place that many of you know as the spiritual home of Lockwood Smocks. It’s where the brand found its voice – and where we’ve shot some of our most iconic content. The weather held, the smocks looked spot on, and the footage we captured is some of our best yet.

We also sealed a brilliant new partnership that day…

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🍸 G&D Gin x Lockwood – Drinks at Blenheim Horse Trials

While in Hinton, I met with Simon from G&D Gin, and I’m thrilled to say that they’ll be exclusively supplying drinks at our Lockwood stand at Blenheim Horse Trials. From 4–6pm each day, you’ll be able to enjoy a proper British gin & tonic while browsing our new wax jackets, smocks and 100% wool gilets. Supporting other independent British brands is a key part of what I do – and this partnership is a great fit.

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🐴 Hickstead: Royal International Horse Show Begins

Monday saw a quick turnaround – unpacking and repacking the van before heading off to Hickstead for the Royal International Horse Show. We got set up in Stand 123, right by the Members’ Entrance to the main arena.

On Tuesday, we made our first sale of the week – a great sign of things to come. There was also a surprise visit from John Kyle Speaks, who popped by for a chat and a look at the smocks.

Oh – and Ruth’s secret mission was in full swing too… More to be revealed in time.

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📺 Watch the Wednesday Waffle – Live from Hickstead

I wrapped up the day by filming this week’s Wednesday Waffle video live from inside the members’ enclosure at Hickstead – a fitting end to one of our busiest weeks yet.

📽️ Watch it now on YouTube (#) and don’t forget to subscribe to the Lockwood channel for weekly updates, behind-the-scenes stories, and first looks at new products.

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Why Lockwood Smocks?

Whether you’re an equestrian, field sports enthusiast, or just someone who appreciates British-made, high-quality outerwear, Lockwood Smocks is about more than clothing. It’s a movement. One stitch, one smock, one moment at a time – all made right here in the UK.

🔗 Explore the collection: https://www.lockwoodsmocks.com

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Let’s do this.

One stitch, one shot, one moment at a time. ⚔️🇬🇧⛰️