How quintessentially British brand beloved by royals and celebs alike has seen profits surge in age of fast fashion after 'Rivals effect' and designer fashion collaborations In an era dominated by fast fashion, few brands have managed to achieve lasting success - yet one outerwear label has stood the test of time, and is still going from strength to strength.
Queen Elizabeth II possessed the brand's Beaufort coat for more than 25 years and famously declined the label's offer for an updated version - instead preferring to have her old jacket spruced up instead.
Despite being over a century old, the quintessentially British brand and its waterproof coats, worth up to around £300, has enjoyed a resurgence, likely on account of links to Alexa Chung, Disney+'s Rivals and high-end fashion labels.
But younger customers have likely been attracted to the brand in recent years due to the label's collaborations with high-end fashion brands such as Scandi label Ganni and Gucci, as well as tie-ups with musicians such as Sam Fender.
Pictured right, Gemma Chan is seen on day one of the Glastonbury Festival wearing her Barbour wax jacket on June 23, 2023 in Glastonbury]
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