London Fog

Founded in 1922 as the Londontown Clothing Company, London Fog’s humble beginnings were rooted in Baltimore, Maryland, where it initially produced finely tailored men’s clothing and topcoats. Israel Myers, a 16-year-old stenographer at the time, would later become the driving force behind the company’s growth and success. After Londontown failed in 1930, Myers purchased the company’s assets and name, becoming president and chairman in the process.

The company’s fortunes began to shift during World War II, when Myers accepted a Navy contract to produce rubber-based waterproof coats for enlisted men. This pivotal decision marked a significant turning point in London Fog’s history, as it paved the way for the company’s future success in the outerwear industry. Following the war, London Fog partnered with DuPont to develop innovative materials for use in raincoats. The company’s patented removable liner, introduced in the late 1940s, became a hallmark of London Fog’s products and contributed to their popularity.

In the 1950s, Myers continued to experiment with fabric blends, combining cotton and polyester to create waterproof materials. This research and development led to the 1954 introduction of London Fog’s Maincoat, which was first sold at Saks Fifth Avenue in New York City. In the 1960s, the company went public. A decade later, it had established its own retail outlets and diversified its product line to include a range of clothing and accessories, in addition to its signature raincoats. During this period, London Fog dominated the US market, accounting for two-thirds of all raincoat sales nationwide.

In the 1980s, London Fog faced pressure from cheaper imported raincoats, leading to the introduction of a less expensive line, Londontown, made overseas. The company expanded its product lines, including fashion rainwear. In 1992, it began selling raincoats in the UK and expanded beyond rainwear. However, the company faced financial struggles, and its share of the rainwear market dropped. The company underwent several leadership changes, with CEOs implementing various strategies to revamp the business.

Today, London Fog Industries, Inc. has a diverse portfolio of brands that include London Fog, Towne, W by London Fog, Pacific Trail, Black Dot, and Inside Edge. The company’s products are sold in department and specialty stores, as well as in its own chain of Weather Stores, Weather Clothing Company, and London Fog outlet stores.

Written by denisebrain