In 1819 the business was taken over by John Smedley jr. The mill owed him its modernization and organisation of the entire production process in one and the same place. Later on the brand was managed by the following two generations of the Smedley family – the third John Smedley and the forth John Smedley. Apart from the traditional production of underwear, sleep- and homewear, in 1960 the brand launches the exclusive line of sweaters, which makes a great contribution to the company's further promotion in the local british market and abroad. In 2000 the advertising campaign for the sweaters by 'John Smedley' appeared in the most famous magazines such as 'ARENA', 'VOGUE', 'WALLPAPERr', 'ELLE', 'FHM' and 'RED'. The same year there came to life the official 'JOHN SMEDLEY' boutique in London. It's noteworthy that the brand has remained family owned since its establishment to nowadays, that is a rare notion in the world of fashion. The legendary agent 007, James Bond, performed by Daniel Craig in 'Casino Royale' wears clothing by 'John Smedley' too. The actor himself insisted on it – the hero should wear comfortable and favorite clothing.