Every Wednesday at 8PM, I go live on Instagram (@lockwood_smocks) and TikTok (@lockwoodsmocks) to share the honest, unfiltered truth about building Lockwood Smocks — a fully British-made countrywear and military-inspired clothing brand. It’s a window into my world: part parade ground, part paddock, part packaging orders at midnight.
This week’s Wednesday Waffle is now also live on my YouTube channel: Lockwood Premium British Smocks (https://www.youtube.com/@lockwoodpremiumbritishsmocks), and we’re heading into the thick of it — both in business and in uniform.
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A Personal Note: The Final March of State Ceremonial Season
Behind the seams of Lockwood Smocks is me — Jacob Lockwood — a serving soldier in the Coldstream Guards. The last few weeks have marked the tail end of the state ceremonial season, including working side-by-side with the Household Cavalry, with all the early mornings, gleaming boots, and marching bands that entails. As the ceremonial tempo winds down, I finally have a moment to look ahead — to fabric bolts and field shows.
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The Business Marches On: Shows, Smocks & Strategy
Over at Lockwood HQ, it’s been flat out. I’m putting the final touches on our busiest summer show calendar to date. The prep is intense, but the reward is worth it: getting Lockwood Smocks in front of the kind of customers who care about craftsmanship, heritage, and gear that doesn’t give in.
✅ The Hickstead Royal International Horse Show — we’re locked in. Final invoices paid, stock prepped. See you ringside.
✅ The Rundle Cup — one of the UK’s top polo events — is just a few Sundays away. Expect smart tailoring, tweed, and horsepower.
(📍Full calendar to be added below soon – stay tuned.)
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Introducing “The LO” – Lockwood’s First Quarter Zip
Among the big drops this season is the launch of my Lockwood Quarter Zip, affectionately nicknamed “The LO” — a nod to a quarter of my name and the design itself. Designed in Britain, made in Britain, and finished to the high spec I demand from all my garments, this piece blends luxury and utility in a way that suits both the stables and the street.
But of course, it’s not all smooth sailing. My polo shirt manufacturer continues to test the patience of a saint. Delays again. As any small British brand will tell you — sometimes it’s not the design or the market, it’s the production pipeline that bites hardest.
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Looking Ahead: Autumn Campaign Prep Begins
Behind the scenes, I’ve also been deep in talks with the team at Zizzy Studios (that’s Z-I-Z-Z-Y), who I’m partnering with again for our Autumn media campaign. We had a second phone meeting this week ironing out our vision, and it’s safe to say what we’ve got planned will set a new benchmark for British countrywear storytelling. Watch this space.
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Join the Journey
Whether you’re here for the gear, the grit, or the behind-the-scenes honesty of building a fully British-made brand, I appreciate you being part of the journey. Every smock, gilet, cap, and zip is one stitch closer to bringing Lockwood Smocks to more people who value craft, country, and character.
