The Battle To Build Premium British Smocks With Jacob Lockwood

Jacob Lockwood joins Robin Johnson to unpack the reality of building a premium clothing brand in Britain at a time when most of the industry has outsourced its craft. Jacob explains how he turned his military needs into a business that now designs and manufactures high grade British smocks using Cordura, Harris Tweed and UK sourced materials.

He talks openly about the real cost of making things properly in the UK, the struggle to find skilled machinists, the shift in consumer mindset towards buying fewer but better items, and the pressure of scaling a product while refusing to compromise on quality. Jacob also shares how he built traction without an agency, the role of social media in driving demand, and his vision to grow a British brand that stands for durability, skill and long term value.

Key Topics Covered

• Building premium British smocks from military experience
• Why Jacob refused to outsource manufacturing overseas
• The rising demand for durable and long lasting clothing
• The challenge of sourcing UK materials and skilled labour
• The financial reality of British manufacturing
• How social media drives high intent customers
• How to build a brand through trust and product integrity
• Why British craftsmanship still matters
• Future plans for new product lines and expansion
• Personal lessons from building a business from scratch

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Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love.

Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms.

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Key Moments:

00:00 Introduction to Jacob and the story behind Lockwood Premium British Smocks

2:11 How military experience shaped his design philosophy

4:18 Why consumers are shifting towards premium clothing

7:35 The true cost and difficulty of British manufacturing

10:24 The challenge of finding skilled British makers

13:38 When a brand must slow down to protect quality

14:10 The role of social media in attracting loyal buyers

22:40 Why he refuses to compromise on materials

34:32 Future product plans and ambitions for the brand

37:50 Lessons Jacob learned while building the business

1:06:45 The wider impact of UK manufacturing on the economy

1:08:07 Final thoughts and Jacob’s long term vision