How a rugged outdoor outfitter became a global fashion powerhouse

Society · Published 23 October 2026 Swipe more like this →

In short: Burberry didn't start on the runway; it started in the mud of the playing fields and the trenches of war. The brand's journey from a functional outdoor outfitter to a luxury fashion icon reveals how utility can be transformed into high-fashion prestige through strategic design and cultural shifts.

Burberry was founded in 1856 by Thomas Burberry, who began with a small outdoor outfitting shop in Basingstoke, England. The business expanded significantly after moving to London. A key innovation was the popularization of gabardine, a tightly woven fabric engineered for durability and weather resistance. This technical superiority made the brand a staple for hunting, fishing, and other outdoor pursuits, establishing a dual identity: a brand that was considered 'correct in town' while remaining rugged enough for the countryside.

The brand's transition into the public consciousness was cemented by military necessity. During the Boer War in the 1890s, British army officers wore the Tielocken coat. The iconic trench coat emerged during World War I, featuring functional additions like epaulets and D-rings. Following the war, the company began lining these coats with its distinctive check—a design it eventually trademarked. This move transformed a piece of military hardware into a recognizable fashion motif that would eventually be copied across the industry.

A major pivot occurred in the late 1990s when Burberry sought to move beyond its 'eternally classic' reputation to become a contemporary fashion brand. Under the leadership of American executive Rosemary Bravo, the brand hired Italian designer Roberto Menichetti to launch the Prorsum line. This era introduced runway shows, high-profile model campaigns, and the expansion of the Burberry check onto diverse products like bikinis and pet clothing. This momentum continued under Christopher Bailey, who joined in 2001, blending the brand's heritage with a modern fashion sense and a diverse product portfolio.

General information, not professional advice. Spotted an error? Flag the card or see corrections and complaints.

Intellect Plus is a visual educational discovery platform for exploring fascinating facts and ideas. Brain Food, Not Brain Rot. What is Intellect Plus?

Related

• Burberry dressed polar explorers and Everest climbers before it dressed the catwalk
• How a silversmith from a small Greek village built a global luxury empire
• How a German Import Became the World's Oldest Operating Women's Fashion Magazine
• How wartime scarcity transformed the silhouette of global fashion
• How a post-war German fashion magazine became a global sewing phenomenon
• The cabinet: a small, private room that evolved into the heart of modern government.
• Can we build homes designed to survive the next century of environmental change?
• The boy who was too much of a Caesar for Rome
• The engineering behind the beach: from hurricane labs to clambakes
• Why the most common clinch in MMA is actually a boxing move
• How a religious protest in 1963 triggered the collapse of South Vietnam's government
• The Citadel of Cairo served as Egypt's seat of power for nearly 700 years.

More in Society · Latest · A–Z · All topics