Johnny Arrow talked in the last post about the hidden histories of Reading, and the way that distinctive, regional stories and buildings nestle behind the ubiquitous chain-stores that characterise what the nef report has dubbed ‘Britain’s Clone Towns.’
Unfortunately the link to the free PDF file for the report ‘Reimagining the high street‘ doesn’t appear to be working, but one thing that seems fairly straightforward to comprehend, is that patronising local, Independent stores in our town will mean that those businesses tucked between coffee-chains, stationery giants and bargaineous High Street retail outlets will survive, so that we can continue to appreciate them in the under-celebrated, not-so-touristy manner that Johnny Arrow describes.
Which is why I was so excited to see this, whilst standing outside Jackson’s of Reading, waiting for the no. 17 bus.

Jackson's knitted cake, created by the Outcasts
You won’t see this in any other town in Britain!
One of Reading’s best-kept secrets in my opinion is Jackson’s of Reading. From the still operating change-chute at the front desk to the wall-to-wall wood panelling, it retains a charming, understated splendour, and a timeless range of products that remains relevant, for who does not need pins, umbrellas, handkerchiefs and a sensible pair of gloves for Winter? The gentle hubbub of staff chatting to each other can be heard as one drifts from room to room surveying the fine ties in the menswear section of the store, or the treasuretrove that is its needlework department. There is no music blasting from speakers to distract you, and the warm smell of the good wood that lines its walls is a great comfort when one steps in off the street. Civilised, regional, distinctive, it holds the rare distinction of being run by descendants of its original founder, and there is no place quite like it in the whole world. This year, Jacksons is celebrating its 135th Anniversary and one of several local knitting groups - the Outcasts of Reading - have partnered up with them to produce this stunning window display featuring a knitted birthday cake.
I interviewed Suzanne Stallard - one of the talents behind the project:
1. There is a big knitted cake in the window of Jackson’s! It has many candles on it… why is it there?
We were asked to work in partnership as part of Heritage Open Days weekend event. The Outcasts are based at Jelly and are quite adventurous knitters, and we thought it would be great to partner up with Jackson’s which is Reading’s oldest family run department store. When we heard we could work wherever we liked too, we knew it had to be haberdashery. We have an affinity with cake, it is important to us, everyone needs a good birthday cake and Jacksons were very deserving at having reached such a significant birthday. The target was 135 candles, one for each year but we doubled the number created so it can be used for many years to come.

many, many candles
2. There is also a banner in the window display which says OUTCASTS; who are the outcasts and where can I read more about them?
The Outcasts are a bunch of renegade knitters based in Reading. We are a mixture of all ages from 12 to 84 and have met up every Wednesday evening since 2003 for knitting, tea & cake. We are an active group taking part in many local public knitting events. More info on the outcasts can be found here http://theoutcasts.co.uk
3. I also noticed a sign that said ‘come inside and knit a candle’ can I really do that and if so, how does it work? Who do I speak to in the shop?
We were running a series of 4 workshops in the store where you could come and make a cake but they ended on Saturday however you can still knit your own birthday candle by visiting the outcasts website or http://alabamawhirly.com - who is the pattern designer - and download a free pattern. There are some printed patterns available in Jacksons if you want to pop in and ask the ladies in the wool department.
4. How can people get involved in future knitting events like this?
You can join the outcasts mailing list by signing up here http://theoutcasts.co.uk/do-you-want-to-speak-to-us/ or sending us an email to info@theoutcasts.co.uk
5. How long will the amazing cake be there?
It will be there for one week, as you know it is wrong to over indulge in cake-goodness but it will be stored and may make surprise appearances again
6. What does Jackson’s of Reading mean to you?
Jacksons is a store of surprises, it has the most obscure items alongside style icons - yes, believe it they have a comprehensive range to suit everyone. It is a part of my Reading history, where my school uniform came from, where I thought only older people went but now it means a store of secret stairways, interesting items, shoppers bargains and surprising art events. We should all be using it to make sure we keep it for the future and don’t forget they have the only working pneumatic payment system left in the UK, that’s a good reason to spend your shiny gold there.

shiny crocheted gold and Jackson's shopping bag