Lockwood Smocks

At FortyandCo, we work with brands that have a real story behind them. Lockwood Smocks is one of those brands.

Founded by Jacob Lockwood, Lockwood Smocks is a British heritage clothing brand with roots in military service, equestrian sport and the British countryside. The brand creates premium British-made smocks and outdoor garments designed for people who need clothing that performs in real conditions.

Jacob’s background gives the brand a clear sense of purpose. After serving in the British Army for over a decade and a half, and through his passion for event riding, he saw firsthand the need for waterproof outerwear that could combine durability, function and timeless British design.

For Jacob, Lockwood Smocks is not just about selling clothing. It is about supporting UK manufacturing, backing British industry and creating hard-wearing garments that are made properly.

Born in the Field, Made in Britain

Lockwood Smocks is a brand shaped by real experience in the field.

Before the brand became Lockwood, it began as JL-EQ, built from Jacob Lockwood’s own background in the British Army and his passion for equestrian sport. Having served for over a decade and a half as a support weapons specialist, Jacob understands the demands placed on outdoor clothing in tough conditions.

That military background is an important part of the brand’s British heritage. It gives Lockwood Smocks a practical foundation, not just a visual one. These garments are not designed simply to look like traditional British countrywear. They are designed with performance, durability and purpose in mind.

Alongside his military career, Jacob’s involvement in event riding and equestrian life gave him a deep connection to the countryside and the people who rely on quality outdoor clothing. From the military field to the equestrian field, he saw the same problem: waterproof garments, often made overseas, that failed to perform as promised.

That frustration became the starting point for Lockwood Smocks.

Jacob set out to create premium British-made smocks that combined durability, functionality and timeless design. The result is a brand built for people who refuse to compromise on performance, whether they are working outdoors, attending country events, riding, shooting, farming, walking or spending time in the British countryside.

For Lockwood Smocks, being UK made is not a marketing line. It is part of the purpose of the business. The brand exists to support British manufacturing, protect quality craftsmanship and create garments that are made to withstand the realities of outdoor life.

Supporting the Customer Journey at Badminton Horse Trials

This season, Lockwood Smocks will be attending the Badminton Horse Trials, one of the most recognised events in the British countryside and equestrian calendar.

For a British heritage garment brand, events like Badminton are incredibly important. They give customers the chance to meet the founder, speak to the team, feel the quality of the smocks and understand the story behind the clothing.

A customer might first discover Lockwood Smocks while walking around the event. They might see the stand, speak to Jacob, try on a smock, or follow the brand on social media afterwards. Others may not attend the event at all, but still engage with the brand online after seeing content, adverts or recommendations.

This is where the wider customer journey matters.

While Jacob and the Lockwood Smocks team are focused on meeting customers face to face, FortyandCo supports the digital side of the journey through paid social advertising, reporting and ongoing optimisation.

Our role is to help the brand meet customers where they are, whether that is at Badminton Horse Trials, on Instagram, on Facebook, or on the Lockwood Smocks website.

Why This Matters for British Heritage Brands

For brands like Lockwood Smocks, digital marketing is not just about pushing products. It is about helping more of the right people discover the story behind the brand.

Lockwood Smocks is a British-made countrywear brand with a clear belief in quality, heritage and UK manufacturing. Customers buying British heritage garments often care about more than how something looks. They care about where it is made, how long it will last and whether the brand stands for something genuine.

Paid advertising helps bring that story to more people. It keeps Lockwood Smocks visible before, during and after events like Badminton Horse Trials, while also connecting the in-person experience with the online customer journey.

To support that journey properly, the ad account needed a stronger structure. We rebuilt the account so it could support growth without losing control of performance, simplifying the campaign framework and creating a cleaner foundation for future scaling.

We also looked closely at the brand’s creative. Lockwood Smocks already had strong, authentic social media content, so rather than forcing a different style, we worked with what already reflected the brand well and identified the creatives that performed best.

As the season changed, we advised the brand to adapt its media content. For a countryside clothing brand, this matters. The advertising needs to move with the customer’s lifestyle.

Alongside this, we implemented automated weekly reporting and ongoing optimisation. Since rebuilding the account, Lockwood Smocks has consistently achieved over 6× return on ad spend, while maintaining stable performance as campaign spend increased.

The result is a stronger digital foundation, clearer reporting and a more efficient customer journey that supports long-term growth.

Supporting Growth Without Losing the Brand’s Roots

One of the reasons we enjoy working with Lockwood Smocks is that the brand has strong foundations.

Jacob knows what he is building. He is proud of UK-made clothing, proud to support British industry and committed to producing garments that are made to last.

Our role at FortyandCo is to support that ambition with the right digital foundations.

By rebuilding the paid advertising structure, improving reporting and aligning campaigns with the brand’s seasonal activity, we have helped Lockwood Smocks create a more efficient and scalable customer journey.

Whether someone discovers the brand at Badminton Horse Trials, sees a smock on social media, searches for British-made countrywear, or visits the website after hearing about Jacob’s story, the aim is the same.

To make it easier for the right customers to discover, trust and buy from Lockwood Smocks.

For a growing British heritage brand, that journey matters.