British Fashion Classic Suitable For All Seasons: Durable Windbreaker

From the perspective of origin, windbreaker, as one of the most enduring British clothing symbols, was originally designed to meet the demand for rainproof clothing. However, with the passage of time, people of all colors continue to choose windbreaker to create a different image, which also makes this kind of dress more and more radiate and give off charming luster.

For business people, the bright and beautiful double breasted windbreaker makes people feel competent and can adapt to any weather conditions; At the same time, the windbreaker also dominates the screen, not only serving as the uniform of the secret gang in the black film, but also the standard configuration of the witty private detective; In addition, on some occasions, the windbreaker has certainly been given a certain meaning of disgrace: a pair of stiletto heels coupled with a windbreaker with a belt tied and buttoned up is full of pornographic meaning, as if it implied (like a Scottish plaid pleated skirt) the naked carcass under the windbreaker. What's worse is that this historic piece of clothing has unfortunately been passed down as a necessary equipment for exhibitionists, and it may never get rid of such a reputation.

In the past 13 years, under the leadership of Christopher Bailey, the creative director of Burberry, the traditional British style windbreaker brand, has climbed to the top of the industry. In the recent promotion campaign of Boboli's nude gauze perfume for women, the brand really played up the sexy side of the windbreaker: in the middle of the picture, Rosie Huntington Whiteley leans on her side, wearing only a windbreaker from top to bottom, It is reminiscent of the iconic images of models wearing trench coats and standing on high heels under the camera of Helmut Newton in the 1970s.

The birth of windbreaker originated from pragmatism: during the First World War, in order to protect British officers at the front line from wind and rain, such a fashionable, powerful and lightweight coat came into being. Both brands claim that windbreaker is their own creation. One of them is Aquascutum: Winston Churchill, Cary Grant, Lauren Bacall and Michael Caine have worn the windbreaker of this brand successively, Peter Sellers also wore the brand's windbreaker when he played Inspector Clouseau in the Pink Panther series; Another brand is the previously mentioned Boboli, which has many ingenious strategies in star strategy, including Humphrey Bogart and Audrey Hepburn wearing their own windbreaker in Casablanca and Breakfast at Tiffany's, respectively, and decades later, Romeo Beckham, the young prince of the fashion royal family, was invited to speak for his children's windbreaker.

The windbreaker coat designed by Jacobs for officers in "World War I" is equipped with a detachable lining, which is connected with the coat through buttons. From the mid-19th century, it began to provide officers with rainproof coats made of waterproof cloth. In 1853, John Emary, the founder of the brand, applied for a patent for the waterproof fabric designed and produced independently; The name of the brand is derived from Latin, meaning "the defense of water". According to the research of some windbreaker enthusiasts, the earliest existing windbreaker like garment is a Jacobin gray waterproof coat produced in 1851, which was worn by Army Lieutenant General Gerald Goodlake to participate in the Crimean War. Today, the dress is said to be kept in the Newstead Abbey in England.

On the other hand, Thomas Burberry, the brand founder of Burberry, applied for a patent for his waterproof fabric "gabardine" in 1879, which is a kind of tightly twill woven cloth. It is said that, inspired by the weather proof linen blouses worn by British shepherds and farmers, he designed a coat named Tielocken (nicknamed "Boboli") in 1912, and the fashion brand Tielocken, Boboli Xuancheng, is the predecessor of modern windbreaker. "At that time, fashion magazines usually referred to the gabardine windbreaker coat as' a veritable set of armor gold cutouts'," an entry on Voguemedia, an online fashion encyclopedia website, said about it, "Nobles and country doctors all love this coat, which is full of functions and can adapt to all kinds of weather. 'Get my Boboli quickly'. King Edward VII often sent his manservant like this."

The classic double breasted windbreaker style really took shape during the First World War. In order to meet the new operational requirements, garment manufacturers added shoulder straps (for wearing military medals or other military rank symbols) and D-rings (for carrying maps and other objects) to the design of the original waterproof coat. Other key features of modern windbreaker include: ten buttons on the chest, belt and wrist strap, large lapel, shoulder gun pad and sleeve sleeve. The original color of double breasted windbreaker is khaki.

　　 Start with raincoat

Another word often used to express windbreaker, "mac" (originally meaning raincoat), suggests another important origin of this kind of clothing. Many people attribute the innovation of windbreaker to Charles Macintosh, a Scottish chemist who invented waterproof cloth. He invented a single breasted, rubber coated long raincoat in the 1820s, which is said to have influenced the design of Emory and Bobley in the future. Later, this tape raincoat was called Macintosh, and finally added a "k" to the name and changed it to "Mackintosh". Later, Mackintosh cooperated with Thomas Hancock, the father of the British rubber industry who obtained the patent of vulcanized rubber law in 1843, to produce a rubber material that is still widely used in the production of raincoats and footwear products (such as Converse canvas shoes).

After the war, the government distributed the redundant double breasted waterproof tops to the public. Since then, this classic military style coat has flown into the homes of ordinary people. Driven by gentlemen and celebrities, this coat has quickly become the current trend, and has become a habitual match on the screen. In the 1940s, they appeared in a large number of gangster type movies. Among them, the elegant protagonists in windbreaker usually wear a wide brimmed woolen hat with a cigar in their mouth. This appearance revived again in French New Wave movies in the 1960s, such as Alain Delon in Le Circle Rouge and Le Samourai, and Jean Paul Belmondo in Le Doulos. Other famous actors with windbreaker include Michael Kane, who played Jack Carter in the 1971 gangster film Get Carter, and Harrison Ford, who played Blade Runner in 1982.

The photogenic characteristics and exquisite lines of this coat have also attracted a series of famous fashion stars, including Greta Garbo and Marlene Dietrich. The combination of fashionable girls and windbreaker also paved the way for the prevalence of androgynous styles in later generations, including Audrey Hepburn, Charlotte Rampling and Charlotte Gainsbourg.

Windbreaker is the backbone of the fashion trend, and its interpretation is constantly changing and reconstructing every season. It has undoubtedly withstood the test of time with its distinctive characteristics. However, it is very important to maintain creative vitality. Just like the windbreaker in its heyday, it needs to constantly bring forth new ideas. Today's modern windbreaker, woven from high-tech fabrics, has changed the cumbersome and cumbersome military overcoats of the past.

　 Competition between two brands

For the two major competitive brands in the windbreaker industry, keeping pace with the times is the key to survival. Under the leadership of creative director Christopher Bailey, successive CEOs Rose Marie Bravo and Angela Ahrendts, Burberry has now developed into a luxury goods company with a scale of billions of dollars. The rapid success of Burberry is due to its brand heritage - for example, in the field of windbreaker production, it still adheres to the principle of "Made in Britain". However, at the same time, Boboli also keeps adding new ideas in the design of windbreaker. Customers can choose either the heritage series windbreaker with classic style and made of traditional gabardine, or the Runaway series made of innovative fabrics, such as the men's clothing made of brown red suede chemical fiber and the women's clothing made of calfskin with black heart pattern printed by screen technology.

Not to mention how ambitious the company is in social media and marketing planning. For example, Boboli held a live broadcast of the new product launch conference; The brand has also attracted a series of famous British stars from Emma Watson to Tara Ferry, the son of Bryan Ferry; In 2009, the Boboli brand launched a popular blog, named "Windbreaker Art", which was billed as a "living picture album of windbreaker". It included a large number of works of well-known image shapers, and also accepted contributions, intended to show all kinds of people wearing Boboli windbreaker. It is said that in the first year of its launch, the site has boosted the Facebook page of Boboli to more than one million fans.

In the ten years when Boboli has been at its peak, the business condition of Jacobs Dane has turned down sharply. Although it got out of the predicament with the support of the current owner YGM Group, its sales performance was always flat. Yage Shidan windbreaker adheres to the original waterproof performance, but the style has been unable to keep up with the rapid changes in fashion trends. A lesson from the past: In order to make classic clothes always attract attention, new materials, new colors and new accessories must be tried. Windbreaker is still an expert in dealing with all kinds of weather conditions on the street, but today, I'm afraid that only by making new models that are amazing in international fashion shows can we be invincible.