London Fog (company)

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London Fog
Product type Outerwear, Accessories
Owner Iconix Brand Group
Country Baltimore, Maryland United States [1]
Introduced 1923
Website http://www.londonfog.com/

London Fog is a large manufacturer of coats and other clothes.

The company was founded in 1923 as the Londontown clothing company by Israel Myers.

During World War II, the company was known for making waterproof clothing for the United States Navy.

Following the war, the company partnered with DuPont to make material for use in raincoats. These coats, which were the first to have a patented removable liner, were sold in Philadelphia, where they became very popular.[citation needed]

The company went public in the 1960s. By the 1970s, the company had its own stores, and was manufacturing not only raincoats, but also other types of clothes and accessories. At the time, two-thirds of all raincoats sold in the United States were London Fog.[citation needed]

London Fog expanded internationally during the 1990s, selling in places like the United Kingdom and China.

The original location of the London Fog Factory was in the Meadow Mill area of Baltimore, Maryland. The factory was then moved to Eldersburg, Maryland on Londontown Boulevard in 1976.[2] In 1994, the company briefly left Eldersburg for Darien, Connecticut, but returned after less than a year.[3] In 2000, most of London Fog's offices moved to Seattle, Washington, although their distribution center in Eldersburg remained, functioning until 2002.[4]

Iconix Brand Group bought London Fog in 2006, selling the outerwear division to Mystic, Inc.

In popular culture[edit]

In the season 3 premiere of Mad Men, Salvatore "Sal" Romano (Bryan Batt) - the Italian-American art director at the fictional advertising agency, Sterling Cooper - and Don Draper (Jon Hamm)- the agency's creative director and junior partner - discuss their client, London Fog. The circumstances under which the men happened into each other inspired Don to suggest the tagline for the London Fog campaign: "Limit your exposure". Later, in August 2010, Mad Men star Christina Hendricks was contracted as the new celebrity model for London Fog.[5]

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