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 CoveredBuilding premium British smocks from military experienceWhy Jacob refused to outsource manufacturing overseasThe rising demand for durable and long lasting clothingThe challenge of sourcing UK materials and skilled labourThe financial reality of British manufacturingHow social media drives high intent customersHow to build a brand through trust and product integrityWhy British craftsmanship still mattersFuture plans for new product lines and expansionPersonal lessons from building a business from scratchEnjoying 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 Introduction to Jacob and the story behind Lockwood Premium British Smocks2:11 How military experience shaped his design philosophy4:18 Why consumers are shifting towards premium clothing7:35 The true cost and difficulty of British manufacturing10:24 The challenge of finding skilled British makers13:38 When a brand must slow down to protect quality14:10 The role of social media in attracting loyal buyers22:40 Why he refuses to compromise on materials34:32 Future product plans and ambitions for the brand37:50 Lessons Jacob learned while building the business1:06:45 The wider impact of UK manufacturing on the economy1:08:07 Final thoughts and Jacob’s long term vision