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Considering England has experienced an unprecedented season with the loss of a monarch and tumult at 10 Downing Street, Barbour, a classic and quintessentially British family owned brand, is in a unique position to both hold tight to the past and embrace the future. Its famed olive green waxed jackets were a favorite of the Queen, but have also been worn by brand new Prime Minister Rishi Sunak. While treating its roots as a 128 year old outdoor brand with reverence, Barbour is also looking ahead, exploring how its core qualities align with sustainability and collaborating with unexpected partners like Danish cool girl label Ganni. On a visit to the Barbour factory in South Shields, England, company initiatives like Wax for Life and Barbour Re loved are highlighted. For the uninitiated, Wax for Life allows customers to send their jackets for rewaxing, extending their longevity, while Re loved repairs customers’ older jackets and then resells them completely refurbished, often with unique detailing that give them more of a fashion feel. At the company’s archive, Ian Bergin, Barbour’s director of menswear and accessories, shows pieces dating back over a century to the company’s early days as an outfitter for fishermen and other outdoor works. He illustrates how their utilitarian features can be seen in items from today an ordinary back pocket on a current style was originally intended to store gaming cartridges, while another is cut shorter for ease in horseback riding.
Considering England has experienced an unprecedented season with the loss of a monarch and tumult at 10 Downing Street, Barbour, a classic and quintessentially British family owned brand, is in a unique position to both hold tight to the past and embrace the future. Its famed olive green waxed jackets were a favorite of the Queen, but have also been worn by brand new Prime Minister Rishi Sunak. While treating its roots as a 128 year old outdoor brand with reverence, Barbour is also looking ahead, exploring how its core qualities align with sustainability and collaborating with unexpected partners like Danish cool girl label Ganni. On a visit to the Barbour factory in South Shields, England, company initiatives like Wax for Life and Barbour Re loved are highlighted. For the uninitiated, Wax for Life allows customers to send their jackets for rewaxing, extending their longevity, while Re loved repairs customers’ older jackets and then resells them completely refurbished, often with unique detailing that give them more of a fashion feel. At the company’s archive, Ian Bergin, Barbour’s director of menswear and accessories, shows pieces dating back over a century to the company’s early days as an outfitter for fishermen and other outdoor works. He illustrates how their utilitarian features can be seen in items from today an ordinary back pocket on a current style was originally intended to store gaming cartridges, while another is cut shorter for ease in horseback riding.
With Barbour, longevity exists alongside wearability. The jackets’ style and color, for many, mean they can be worn nearly anywhere. (Two of my favorite parings with a handmade tie dyed T shirt or over a formal dress.) The way the jackets have evolved from a design point of view, they’re quite understated, so they’re very wearable,” he says. They’re not shouty jackets. Because intrinsically they’re designed for a purpose, they tend to last a long time in terms of trend. So, they cut through that which I think is the biggest factor in [the sustainability] sense.” Recent Barbour collaborations with brands like ALEXACHUNG and Supreme have helped introduce the label to a new and younger audience, and position it in a different light. Popularity has also grown with Barbour’s appearances on TV shows like Succession, Industry and, most significantly, The Crown. A new partnership with Chloé is on the way.
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