London Fog is one of the oldest and most established U.S. fashion brands. For over 90 years London Fog has been the staple of iconic outerwear in the United States. The heritage trench is its hero, ever in fashion, harking back to a classic period of style. Today, London Fog is ranked as the #1 recognized brand of outerwear in the United States. London Fog continues to enjoy iconic status and high brand recognition with close to 90 percent consumer awareness.
London Fog is an attainable luxury and the choice for men and women who want to look smart, sophisticated and stylish at a comfortable price point. The brand relaunched in 2007, with a celebrity-fueled advertising campaign featuring Kevin Bacon, Teri Hatcher, Michael Bolton, Nicolette Sheridan and Cheryl Hines. Other celebrity campaigns include Tony Parker, Eva Longoria, Gisele Bundchen, Christina Hendricks, and Nicole Scherzinger.
HISTORY
1923
London Town Clothing Company is founded by Israel Myers.
1950's
Partners with DuPont to create a water repellant durable material. London Fog introduces coats for womens, develops the first removable liner and patents a process to strengthen buttons and an inner barrier for extra weather protection.
1980's
London Fog is the world's largest outerwear manufacturer and introduces actress Stefanie Powers as its spokesperson.
1990's
London Fog has 98% consumer recognition, and begins selling raincoats in the UK. London Fog opens seven superstores and 25 shops in China. The brand develops 22 proprietary fabrics.
2008
Launches at Dillards, Macys & Nordstrom.
2014
New designer Collaborations
1938
London Fog makes waterproof coats for the U.S. navy during WWII.
1960's
London Fog goes public and branches out into new categories beyond coats.
1970's
The first London Fog store opens, and two thirds of all raincoats sold in the U.S. are London Fog. London Fog broadens its product range to include sweaters, pants, luggage, and sunglasses.
2000's
In the new millenium, London Fog appeals to a brand new generation of customers who appreciate the brand's rich history, classic design and reliability across the country.
2010
Beginning of key celebrity campaigns including Christina Hendricks, Eva Longoria, Nicole Scherzinger, Alessandra Ambrosio & Neil Patrick Harris.
2019
Jeremy Scott x London Fog Capsule Collection released, the first of a two-season collaboration is rooted in the classic trench, with the designer’s twist.
Today
Celebrating over 3 generations of customers with updated classics, London Fog is found in department stores across the country. Ad campaigns featuring celebrities donate over $75,000 to charities such as the Make-A-Wish Foundation and United Cerebral Palsy. London Fog becomes a premier global lifestyle brand, branching out into a number of product categories.