Back to British; DOM JOLY DITCHES FOREIGN GOODS AND GOES..
OUT went the German fridge, the French pots and pans, the Italian bed, the knives made in China and the Japanese TV.
His wife waved goodbye to all her toiletries, the kids were left watching a black and white telly and TV comic Dom Joly even lost his pants.
His M& S undies were made in Sri Lanka - so out they went along with 80 per cent of his worldly goods.
Dom was taking part in a TV experiment to give up all household possessions made abroad and replace them with British alternatives.
"It was like being legally burgled," says Dom, 40, who's backing our Buy British campaign. His quest to refill the house with products made on these shores is shown in Made In Britain on digital channel Blighty.
The UK, home of the Industrial Revolution, was once the workshop of the world. But our manufacturing industry declined and it now accounts for only 16 per cent of the economy.
A team from the organisation British Made for Quality entered Dom's Cotswolds home and identified all the possessions to be taken away.
And then Dom had to tell his wife Stacey, daughter Parker, eight, and four-yearold son Jackson that they were about to lose almost everything. He says: "Stacey wanted me to do something serious.
"When I was filming Trigger Happy TV she found it hard to explain to her parents that I dressed as a squirrel for a living so she was pleased when I was filming a documentary... until I explained it meant losing all our possessions.
"She was livid when they took her toiletries and make-up. The kids were OK with it until the TV went."
The Jolys lost computers, hi-fis, mobile phones, crockery and kitchen appliances. And Dom lost most of his clothes. He says: "I was left with a pair of wellies, a fleece, a suit from Savile Row and a shirt. Until I found a pair of woollen pants knitted by a company in Yorkshire, I had to go commando.
"The UK used to make 80 per cent of the world's television sets but the last one was made here in 1981 so the kids had to settle for an old black and white set, something they'd never seen before. They thought it was broken."
Then began the nationwide journey to replace all the foreign imports which filled his home.
But this was no fool's errand. The UK is still the world's sixth largest manufacturer measured by output.
He refills the house with the likes of a waterbed (a Brit invention), lights from the company which invented lava lamps and toiletries from Lush.
And now Dom's a strong supporter of buying British. "As a nation we still make great things," he says.
"We might not mass produce them, but there are hundreds of people dedicated to providing quality goods across the country. I really admired the people I met who said 'we are going to make British'.
"Obviously in a recession people haven't got loads of money to spare but with British goods what you get is quality and provenance.
And the experience has changed him. He adds: "It's a reflex action for me to look and see where something's made and that's not a bad thing." Made In Britain, tonight, Blighty, 8pm
NOW BUY THE FLAG LIKE ME, SAYS DOM BED Beds are difficult to export so most people sleep on a British one. Unfortunately, mine was made in Italy. I discovered the UK invented waterbeds and still makes them for the world. CLOTHES I got my wardrobe from a cool company called Jack Russell in Carlisle. It makes really good quality clothes.
TEA The thing I missed most was my caffeine fix from my Italian coffee maker. Luckily I found tea grown in a part of Cornwall that has the same climate as Darjeeling. LIGHTS I got lights from Mathmos, the company that makes the original lava lamps from a secret shed in Dorset and guards the process as closely as Coca Cola's recipe. TOILETRIES In most high streets the first thing you smell is the shop Lush. It's British and makes toiletries here and is truly multicultural. Different nationalities make products at its HQ. I thought it was a joke when they said Iraqis make their bath bombs!
PERFUME I found a Brit firm called Floris, dating from 1730, who will tailor-make a scent.
PHONE The last mass producer of mobiles in the UK was Motorola which stopped making them here in 1995. But specialist firm Vertu makes phones at a high-security factory in Hampshire - they charge up to pounds 275,000 for a gem-encrusted handset.CLOTHES Dom had to get rid of most of his wardrobeBED Most of us sleep in a British bed.. Dom's was ItalianBED We gave the water mattress to the worldLAMP By the original British lava lamp maker, Mathmos
BED & ABROAD Full of imports HOME FROM HERE UK goods DURING Clearance of all his foreign items FLYING THE FLAG Dom in his UK boxers
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|Publication:||The Mirror (London, England)|
|Date:||Jun 8, 2009|
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