British fashion icon John Smedley needed a site that better reflected their ethos and was fit for the modern consumer. John Smedley has been producing handcrafted knitwear from the same mill in rural Derbyshire for over 200 years. Their factory at Lea Mills is said to be the oldest operational mill in the world, making John Smedley and the luxury clothing they produce a fundamental part of British fashion heritage. Un.titled were commissioned to redesign and build their Magento e-commerce website to be fully responsive and to simplify user journeys and the purchasing experience.