Brand Values:

  • Contemporary fashion with a heritage ethos.
  • Classic, cosmopolitan style.
  • Sophisticated essentials for professional women and men.
  • International lifestyle.
  • Affordable luxury; tradition of quality.
  • A modern New York take on City of London style.

Brand story:

London Fog is a leading American Apparel brand founded in 1923 by Israel Myers, most notably known for its extensive and fashionable outerwear collections. After nearly a century since founding the company has had continued success, expanding its global reach and is recognised today for combining fashion and functionality across a diverse product range.

With a presence in four continents, over 200 stand alone stores as well as being sold in major retailers such as Macy’s, Nordstrom, Hudson’s Bay, London Fog is an established high street and department store favourite.

For almost a century London Fog has seamlessly fused style with functionality. The established heritage brand with a global reach, London Fog celebrates attainable luxury across multiple categories. The brand is aimed at stylish working professionals who are fashion conscious, with a wardrobe for every occasion and appreciate high quality and value products to seamlessly suit their cosmopolitan lifestyles.

Known for functional yet fashion forward pieces, the label is internationally recognised by men, women and children for providing excellent quality products. Although most famously known for their waterproof trench coats, not many people would know these were originally designed for the US Navy during WW1. Followed by a partnership in the 1950’s with Du Pont to create a water repellent material, the brand then started making coats aimed at women. Shortly after the brand further cemented their speciality of functional outwear, by patenting a process of strengthening buttons and adding an additional, internal layer for extra protection against the elements.

Although most recognisable for their trench coats London Fog has proved they are more than just a coat company and have solidified their place in the fashion world. With a diverse product range now including clothing, knitwear, various styles of umbrellas, sunglasses, bags, luggage and accessories.

The brand has evolved over time to remain current and adapt to an ever evolving digital age in a campaign heavy industry. In 2009 as an early adoption of influencer marketing, London Fog introduced brand ambassadors who are a reflection of the brand to help share the history and the product range available. Recent years brand ambassadors include; Victoria Secret model Martha Hunt and Golden-Globe award winning actor David Duchovny. In addition to ambassadors, there have been many campaigns with high profile celebrities since the 2007 brand revamp including; Neil Patrick Harris, David Burtka, Gisele Bündchen, Eva Longoria and Teri Hatcher.

As well as impressive celebrity campaigns the brand has also collaborated with big players in the industry in recent years this includes; designers Badgely Mischka, Cynthia Rowley and Chris Benz. In March 2019 London Fog launched their exciting capsule collection with renowned designer Jeremy Scott, the creative director of Moschino and the owner of his signature label. The London Fog x Jeremy Scott collection is the boldest one yet for the brand, due to his use of bold leopard prints, mullet-style cropped trench coats, lots of alternating zippers and even a trench coat inspired laptop sleeve.

The London Fog brand brings a luxurious, fashion forward style of luggage, bags and small leather goods to the Modrec International brand portfolio whilst remaining traditional and true to its sophisticated heritage. Featuring soft sided styles with traditional hound’s tooth, plaid prints as well as statement hard sided luggage, there is something for everyone. The heritage based brand has also expanded into weekender holdalls, backpacks and small leather goods.

Modrec International is the exclusive licensee of London Fog for the UK and plays a role in contributing to the brands global reach, bringing products to UK markets where this is currently unavailable in stores.

modrec

The current London Fog range with Modrec International consists of: