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Barbour launches premium “Gold Standard” sub-brand for AW20

Tom Bottomley
16 January 2020

British heritage and lifestyle brand Barbour has launched a new luxury premium sub-brand for AW20 called Gold Standard, a collection of premium outerwear inspired by the Barbour archives and celebrating “the best in artisanal craftsmanship.”

In signature waxed cotton and quilt fabrics, 10 jackets have been designed in ergonomic and engineered cuts, presenting a richness in style, quality and expert craftsmanship.

Patterns have been hand cut at the brand’s factory in South Shields in the North East of England, and tailored to the contours of the body. Corozo buttons, leather trims and distinctive branding add a sophistication to the sub-brand.

Barbour’s global marketing and commercial director, Paul Wilkinson, said: “Barbour Gold Standard is a new luxury premium sub-brand for men that represents the pinnacle of our offering. Designed to target a luxury and premium distribution, it celebrates the expert craftsmanship and design knowledge we have gathered over 125 years.”

Barbour Gold Standard takes inspiration from some of the best-known wax and quilt styles from the brand’s archive and elevates them to a "gold standard" through the use of wax, tweed and oiled leather fabrics, updated trims, linings and buttons. The focus is on achieving the very highest level of luxury detailing.

Wilkinson added: “We are really excited about this new sub-brand and can’t wait to share the further plans we have in store for the launch of Gold Standard ahead of AW20.”

The jackets include the Barbour "Supa Beaufort Wax One", an elevated take on Barbour’s classic Beaufort jacket – one of the brand’s most iconic styles. There’s also the Barbour "Supa Commander Wax", based on the original design by Tokihito Yoshida in Barbour’s first collaboration with a Japanese designer in 2011, and worn by Daniel Craig in the 2012 James Bond film, "Skyfall".

The new designs were launched during Paris Fashion Week Men's.

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