With Pure nearly here and London fashion week to contend with, the fashion industry in Britain is booming as international groups are headed toward the British Isles to see the creativity and talent we have. On the shirttails of this is a section of the industry that is suddenly getting new fresh lease on their fashion life, those of the British brands known for their old school appeal and heritage.
Once synonymous with country pursuits and living, Barbour has seen the reinvention of its wax jacket as it is taken to the streets again by fashionistas. Burberry the heritage brand of Britain is following its lead by bringing their brands into the 21st century new age via instant digital access and live streaming.
Mulberry once the vacillating old school label has changed into one of the hottest brands today with a 526% increase in sales over the last year. The reason why new success and perception it’s received from talented, young creative directors and fashionable, young celebrity endorsements.
Take Aquascutum and Pringle of Scotland. Both old school and old time associations with Joanna Sykes and Claire Waight Kellerwhith classic design talent that brought into the new modern era the heritage style direction. The big shots in fashion like Sir Philip Green are calling on companies to bring back to the UK their manufacturing, an aptitude and respect for British heritage looks sure to continue.
There are a host of other smaller companies already seeing the appeal of British heritage aesthetic on international buyers. Based in Manchester PrivateWhiteVC is a menswear label that is new and designed after Jack White’s everyday wardrobe a Victoria Cross awarded soldier in 1918. His label was relaunched by James Eden his great grandson and is made alongside the labels of Burberry and Paul Smith.