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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Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world.

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.

Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts.

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

James Burtt joins Robin Johnson to share his remarkable journey from a failed radio presenter and cabaret singer to becoming one of the UK’s leading podcast producers. Having launched almost 200 shows—with 98% charting on iTunes—James reveals the strategies behind creating, growing, and monetising successful podcasts.

He breaks down why podcasting is the most underused marketing tool for businesses, how authenticity drives long-term results, and why most creators quit before the breakthrough. From early missteps in radio to building Phonic, a thriving podcast production agency, this episode is packed with straight-talking advice for creators, entrepreneurs, and brands who want to stand out through storytelling.

Key Topics Covered

• How James turned failure in radio into podcast success
• The early mistakes that shaped his career and business mindse
• The real reason most podcasts fail before episode seven
• How to monetise a podcast without relying on ads
• Building brand authority and trust through consistent content
• The importance of guest selection and audience alignment
• Behind-the-scenes of launching 189 charting shows
• Advice for aspiring podcasters: start now, get perfect later

Enjoying the show?

Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world.

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.

Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts.

Key Moments:

00:00 – Robin introduces podcast producer James Burtt

03:25 – From failed radio presenter to discovering podcasting

05:55 – How Phonic was born during the pandemic

07:18 – How to monetise a podcast without ads

12:15 – The power of guest selection and tactical networking

17:22 – Why you don’t need fancy equipment to start a podcast

21:41 – Lessons from Steven Bartlett and Joe Rogan’s rise

26:45 – Why most creators give up too soon

30:45 – The importance of authenticity in building an audience

39:00 – How to choose the right guests for long-term growth

46:49 – Advice for aspiring podcasters: define your version of success

53:36 – The truth about content quality and audience fit

56:39 – Life advice: stickability, consistency, and learning your craft

1:00:49 – Why persistence always wins

In this episode of Yours for the Making, Robin Johnson sits down with tree surgeon, timber framer, and chainsaw instructor James Vann for a grounded, unfiltered conversation about the life of a modern woodsman. From growing up on a Kent farm to working across Europe in forestry and learning the craft of timber framing, James has built a life around the forest.

He talks about the danger and discipline of felling trees, the devastation of ash dieback, and the importance of sustainable woodland management. The conversation dives into deer stalking, ethical hunting, the use of local timber, and the undervalued nature of tree work as a trade. This is an honest portrait of a man who lives by the seasons, works with nature, and finds meaning in hard work, good tools, and doing things properly.

Key Topics Covered

• How James built a life around forestry and woodcraft
• Growing up on a farm and starting a firewood business at 15
• Working in forestry across Europe and learning global approaches to woodland management
• The dangers and unpredictability of tree surgery and felling ash dieback trees
• The moral dilemmas of felling old trees in modern landscaping
• Deer stalking and sustainable hunting for food and forest balance
• The challenges of competing with imported timber
• The value of local woodland management and native species
• Timber framing and building with green wood
• The undervalued culture of forestry and manual trades in the UK
• Lessons in focus, skill mastery, and self-reliance

Enjoying the show?

Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world.

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.

Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts.

Key Moments:

00:00 – Robin introduces James Vann, a craftsman of the forest

02:00 – Starting a firewood business as a teenager and learning through graft

03:16 – Working abroad and discovering a global community of foresters

05:38 – The dangers and discipline of tree surgery

07:59 – Understanding and managing ash dieback in British woodlands

11:00 – The role of deer in forest health and biodiversity

13:40 – Hunting in Australia and the ethics of sustainable hunting

17:45 – Butchering, processing, and cooking wild game

21:00 – How hunting changed James’s relationship with food

32:35 – Shifting from furniture making to timber framing

34:20 – Milling, framing, and building with local oak

37:05 – The moral conflict of felling healthy trees

41:06 – The obsession with imported timber and monoculture forestry

44:17 – Chestnut coppicing, undervalued crafts, and the cost of cheap timber

47:11 – Why forestry work is undervalued and misunderstood

50:28 – Competing with European oak and imported timber

53:50 – Moving into training and forestry...