When Heritage Brands Accidentally Become Cool

Business of Fashion takes us on a journey to discover how heritage brands have suddenly found themselves at the forefront of cool fashion. While names such as Barbour, Hunter and Red Wing may not conjure images of Vogue, they have experienced a renaissance that was largely brought on by the current zeitgeist. With trends shifting towards a focus on buying less and buying better quality, these brands have seen their popularity surge. But how can they maintain this momentum? Head over to Business of Fashion to learn more, with the brands taking on different strategies such as collaborating and rebranding.