12/19/2023 0 Comments London fog jacket![]() ![]() In 1969, Londontown became the first clothing manufacturer to advertise directly on television rather than relying on retailers for promotion. Later in the 1960's, the company began to expand into other styles and colors and eventually began to make a range of outerwear from golfing jackets to heavy car coats. Londontown soon introduced a version of the maincoat for women, which became popular in the late 1950's and early 60's as women's fashion emulated men's clothing. ![]() Myers called it a maincoat because he intended it to be worn year round in all weather. Rather than the double-breasted and belted trench coat, the new model was a more streamlined single-breasted design called a balmacaan. The $29.95 coat, introduced by Saks Fifth Avenue with an ad in Look magazine featuring a model in front of a foggy background, was an immediate hit. It quickly became the company's signature product. After working with DuPont to perfect the fabric so that it could be used in automated manufacturing equipment, the company introduced the London Fog Maincoat in 1954. Myers started experimenting with a fabric that was 50 percent cotton and 50 percent Dacron polyester, a blend that was both lightweight and waterproof. After the war, Londontown found a receptive market for its trench coats at leading retailers like Sears, Roebuck & Company and the J. The company's big break came during the war, when the Army ordered 10,000 raincoats. Myers started his own men's clothing company under the name Londontown Manufacturing. Myers obtained the rights to the Londontown name by agreeing to help the creditors liquidate its assets. The company collapsed during the Depression, and Mr.
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