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John Smedley, the British knitwear company, has hired advertising

agency St Luke's to build its reputation as a leading fashion brand.

The private company, which is based in Derbyshire, wants to emulate the

success of other 'reinvented' British fashion brands such as Burberry

and Mulberry.

Although neither client nor agency would disclose a budget, it is

thought John Smedley will invest around £250,000 on a relaunch

campaign this year.

The agency will immediately work on a campaign for John Smedley's spring

2003 collection, which launches to the trade in June 2002.

John Smedley was founded in 1784. Known for its quality and style, John

Smedley has supplied designers such as Yves Saint Laurent and Paul

Smith, but opened its first standalone store in September 2000. Fans

include Paul Weller and Tom Cruise.

Managing director Frank Wilson said the appointment "highlights John

Smedley's determination to develop a strong communication strategy".