Fashion

Grenfell – another Sleeping Beauty awakens

Screen Shot 2017-02-02 at 22.38.58The Grenfell clothing brand is no stranger to change. It has been equipping pioneering men and women for nearly a century. However, it is now receiving the necessary marketing focus and investment with the intention to restore it to global prominence once more.

Named after pioneering missionary Sir Wilfred Thomason Grenfell (more on him later), Grenfell and its signature Cloth soon became known as the best technical fabric around, with this so-called ‘wonder cloth’ a must-have item for those in the know, and this love for Grenfell Cloth quite naturally evolved into the clothing label you know today.

In the late Seventies and Eighties, the Grenfell company struggled to find its position amidst a world of new synthetic fabrics, global competition from both offshore production and imported brands, as well as new levels of fashion trend impact. This led to the company being eventually bought by a Japanese cashmere clothing company.

Screen Shot 2017-02-02 at 22.42.26The latest chapter started in 2002, when the Azam family bought the Grenfell business and returned it to the UK, with all manufacturing moving to London.

The family used its expertise of thirty years in British clothing manufacturing, (including making luxury outerwear for Burberry, Mackintosh, Aquascutum) to create a new foundation for the brand.

The Grenfell brand has built a strong business in Japan, amounting to over 80% of current sales. With valued presence amongst the country’s most premium stores, appealing to the many consumers who absolutely revere brands with true provenance and luxury authority.

Screen Shot 2017-02-02 at 22.42.01The family have passionately protected the brand and have now assembled the resources to fund a proper comeback. This includes a new team of talent to design, make, market and sell. There has also been a significant multi-million pound investment into a new factory site (of nearly 27,000 square feet) for all manufacturing. Production remains in London, now in ‘up and coming’ Leyton.

This area is crucially, still within London to allow access to highly qualified craftspeople and fresh design
talent. It is expected that this factory at capacity will create employment for an additional 100 people, producing over x,000 garments per month.

The Grenfell product range now includes: a Classic collection, of luxury, traditional mens and womenswear outerwear pieces; a Contemporary collection that offers both luxury quality and updated style pieces.

 

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