In 1961 Myers took Londontown public and soon began signing foreign licensing agreements.
Several of its innovations became commonplace, such as including replacement buttons and sewing washing instructions to the inside of its coats. Londontown patented a process to keep buttons from falling off and an inner barrier to keep shoulders drier. With a simple zip, what had been winter raincoats could be used year-round. It designed the first full, removable liner. Using the same design but adding two darts at the chest and moving the buttons to the left side, Londontown introduced the first line of women's raincoats in 1955, and Wanamaker's quickly sold all 90 produced.ĭuring the 1950s and mid-1960s, Londontown appeared particularly attuned to what customers needed. After watching women customers buy London Fog coats for themselves, John Wanamaker's, the leading Philadelphia department store, asked Londontown to make a raincoat for women. Londontown quickly followed up this first wash-and-wear raincoat for men with a second innovation. It describes the product exactly and does a selling job that even the legendary 10,000 words cannot do. The "Advertising and Marketing Fields" column in the Maedition stated: "Every once in a while a name comes along for a product that is exactly right. The following week, the New York Times called London Fog the perfect name. it actually resists creasing even after packing." The 100 coats sold out immediately, even though the $29.75 price was more than double that of other men's raincoats. The ad described the coat as "The perfect answer to everything a man can ask for in a raincoat. Saks Fifth Avenue was the first store to offer the raincoats, introducing London Fog in a New York Times ad on March 7, 1954. Myers reluctantly agreed to use the name London Fog, having originally rejected it because he did not think it sellable. The company designed its new line of men's raincoats after the World War I "trench coats," with epaulets, sleeve straps, and a belt. Finally, Du Pont and Reeves Brothers, Inc., a fabric maker, created a cotton and Dacron material that did not melt during the sewing process, was water-repellent, and remained so even when put through a washing machine. The friction from his sewing machines, however, melted the fibers. When that proved impossible with conventional fabrics, he tried a new synthetic polyester developed by E.I. He wanted to make the raincoats a fashionable part of the wardrobe, and to do that, he had to find a material that would be both waterproof and comfortable. At that time, raincoats were considered by manufacturers and consumers as anything that would keep the water off, and Myers obviously saw possibilities. When the war ended, Myers changed the name of his company to Londontown Manufacturing Company and continued to make raincoats. When the United States entered World War II, Myers accepted a Navy contract to make rubber-based waterproof coats for enlisted men, even though he knew nothing about the procedure for doing so.
But there were no jobs available, I had worked hard and saved my money." As he told the Baltimore News American in 1971, "If I had a good job offer, I probably would have taken it. In the process he become president and chairman. Londontown failed in 1930, but Myers bought the name and the physical assets in 1931, and kept the company making men's clothing. The relationship between Myers and Londontown would last more than 40 years, but it almost did not survive the Depression. Londontown, which had been founded in Baltimore, Maryland, a year earlier, made finely tailored men's clothing and topcoats. Israel Myers was 16 years old in 1923 when he went to work as a part-time stenographer at the Londontown Clothing Company. A group of investment firms control the private company. London Fog licenses stores in China and its subsidiary, Pacific Trail, Inc., licenses stores in Japan. London Fog brands are sold in department and specialty stores and in its own chains of Weather Stores, Weather Clothing Company, and London Fog outlet stores.
#LONDON FOG WEATHER OR NOT LICENSE#
It also produces sportswear and outerwear under license for Sperry Top-Sider and Docker's. Its own brands include London Fog, Towne, W by London Fog, Pacific Trail, Black Dot, and Inside Edge, which are made in Asia and Columbia. is a major designer and distributor of raincoats and outerwear.
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