Lonsdale (brand)
Encyclopedia
Lonsdale is a boxing and clothing brand that was founded in London
, England
in 1960. Ex-boxer Bernard Hart started the brand as a boxing equipment company, but it eventually branched out into clothing as well. The company is named after Hugh Cecil Lowther, 5th Earl of Lonsdale
, who in 1891 set up the first organised boxing matches with gloves, following the deaths of three boxers in bare knuckle fights. It is now owned by Sports Direct
.
In 1960, business commenced for the brand at 21 Beak St., Soho, London.
Lonsdale became ingrained into 1960s popular fashion due to its location near Carnaby Street. Celebrities who publicly wore the brand included Paul McCartney
, Gregory Peck
, Anthony Quinn
and Tony Curtis
. In 1979, mod revival
icon Paul Weller
visited the store and bought Lonsdale T-shirts to wear on a tour of Japan, which led to an increase in sales for the brand in both the UK and Asia.
In the 1990s, Lonsdale expanded to new markets in Europe, and by 1998, the brand had expanded to Australia. As of 2002, it became an acquisition of Sports Direct
.
In the early 2000s, Lonsdale clothing became popular among some European neo-Nazis
, allegedly because a carefully placed outer jacket leaves only the letters NSDA showing; one letter short of NSDAP, the acronym for Nationalsozialistische Deutsche Arbeiterpartei, the German name of the Nazi Party. Wearing a brand with no Nazi links in order to express Nazi sympathies helped bypass strict laws concerning the public display of Nazi symbolism. In the Netherlands
, Belgium
, northern France
and Germany
, the term Lonsdale youth became widely used to describe teenagers with far right
tendencies, and the brand was banned from certain schools in the Netherlands.
Lonsdale reacted to this trend by sponsoring anti-racist
events and campaigns, and by refusing to deliver products to known neo-Nazi retailers. In 2003, the "Lonsdale Loves All Colours" campaign was launched, emphasizing non-white
fashion models, along with increased support for initiatives that combat racism.
During the 2005-06 English football season
, Lonsdale was the kit provider for Blackburn Rovers Football Club
. In 2006, Lonsdale stores opened in Singapore, Taiwan and other parts of Asia. , a division of Lonsdale produces football kits for Brentford
, Swindon Town
and Millwall
. In 2008, Lonsdale were the official clothing suppliers to the Sydney Roosters
Rugby League club in Australia.
On 25 March 2010, Lonsdale celebrated the 50th anniversary of the brand by holding the Lonsdale Challenge at the Liberty Boxing Gym in Nottingham, England. The event featured Lonsdale-sponsored boxers Carl Froch
, James DeGale
and Tony Jefferies
in various boxing-related challenges.
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
, England
England
England is a country that is part of the United Kingdom. It shares land borders with Scotland to the north and Wales to the west; the Irish Sea is to the north west, the Celtic Sea to the south west, with the North Sea to the east and the English Channel to the south separating it from continental...
in 1960. Ex-boxer Bernard Hart started the brand as a boxing equipment company, but it eventually branched out into clothing as well. The company is named after Hugh Cecil Lowther, 5th Earl of Lonsdale
Hugh Lowther, 5th Earl of Lonsdale
Hugh Cecil Lowther, 5th Earl of Lonsdale, KG, GCVO was an English nobleman.-Biography:The second son of the 3rd Earl of Lonsdale, he succeeded his brother, the 4th Earl, in 1882. Lord Lonsdale was an avid sportsman and bon vivant and was known by some as "England's greatest sporting gentleman"...
, who in 1891 set up the first organised boxing matches with gloves, following the deaths of three boxers in bare knuckle fights. It is now owned by Sports Direct
Sports Direct
Sports Direct International plc is a British retailing group. Founded in 1982 by former county squash coach Mike Ashley, the company is now the UK's largest sporting retailer through a number of retail subsidiaries and sports equipment brands. Although now a publicly traded company on the London...
.
History
In 1959, former professional welterweight boxer Bernard Hart was granted permission to use the Lonsdale name by James Lowther, 7th Earl of LonsdaleJames Lowther, 7th Earl of Lonsdale
James Hugh William Lowther, 7th Earl of Lonsdale was the elder son of Anthony Lowther, Viscount Lowther, and Muriel Frances Farrar, the daughter of Sir George Herbert Farrar Bt of Chicheley Hall, Bucks., a South African Randlord.Educated at Eton College he went up to Cambridge University in...
In 1960, business commenced for the brand at 21 Beak St., Soho, London.
Lonsdale became ingrained into 1960s popular fashion due to its location near Carnaby Street. Celebrities who publicly wore the brand included Paul McCartney
Paul McCartney
Sir James Paul McCartney, MBE, Hon RAM, FRCM is an English musician, singer-songwriter and composer. Formerly of The Beatles and Wings , McCartney is listed in Guinness World Records as the "most successful musician and composer in popular music history", with 60 gold discs and sales of 100...
, Gregory Peck
Gregory Peck
Eldred Gregory Peck was an American actor.One of 20th Century Fox's most popular film stars from the 1940s to the 1960s, Peck continued to play important roles well into the 1980s. His notable performances include that of Atticus Finch in the 1962 film To Kill a Mockingbird, for which he won an...
, Anthony Quinn
Anthony Quinn
Antonio Rodolfo Quinn-Oaxaca , more commonly known as Anthony Quinn, was a Mexican American actor, as well as a painter and writer...
and Tony Curtis
Tony Curtis
Tony Curtis was an American film actor whose career spanned six decades, but had his greatest popularity during the 1950s and early 1960s. He acted in over 100 films in roles covering a wide range of genres, from light comedy to serious drama...
. In 1979, mod revival
Mod Revival
The mod revival was a music genre and subculture that started in England in 1978 and later spread to other countries . The mod revival's mainstream popularity was relatively short, although its influence has lasted for decades...
icon Paul Weller
Paul Weller
Paul Weller is an English singer-songwriter. Starting with the band The Jam , Weller then went on to branch out musically to a more soulful style with The Style Council...
visited the store and bought Lonsdale T-shirts to wear on a tour of Japan, which led to an increase in sales for the brand in both the UK and Asia.
In the 1990s, Lonsdale expanded to new markets in Europe, and by 1998, the brand had expanded to Australia. As of 2002, it became an acquisition of Sports Direct
Sports Direct
Sports Direct International plc is a British retailing group. Founded in 1982 by former county squash coach Mike Ashley, the company is now the UK's largest sporting retailer through a number of retail subsidiaries and sports equipment brands. Although now a publicly traded company on the London...
.
In the early 2000s, Lonsdale clothing became popular among some European neo-Nazis
Neo-Nazism
Neo-Nazism consists of post-World War II social or political movements seeking to revive Nazism or some variant thereof.The term neo-Nazism can also refer to the ideology of these movements....
, allegedly because a carefully placed outer jacket leaves only the letters NSDA showing; one letter short of NSDAP, the acronym for Nationalsozialistische Deutsche Arbeiterpartei, the German name of the Nazi Party. Wearing a brand with no Nazi links in order to express Nazi sympathies helped bypass strict laws concerning the public display of Nazi symbolism. In the Netherlands
Netherlands
The Netherlands is a constituent country of the Kingdom of the Netherlands, located mainly in North-West Europe and with several islands in the Caribbean. Mainland Netherlands borders the North Sea to the north and west, Belgium to the south, and Germany to the east, and shares maritime borders...
, Belgium
Belgium
Belgium , officially the Kingdom of Belgium, is a federal state in Western Europe. It is a founding member of the European Union and hosts the EU's headquarters, and those of several other major international organisations such as NATO.Belgium is also a member of, or affiliated to, many...
, northern France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...
and Germany
Germany
Germany , officially the Federal Republic of Germany , is a federal parliamentary republic in Europe. The country consists of 16 states while the capital and largest city is Berlin. Germany covers an area of 357,021 km2 and has a largely temperate seasonal climate...
, the term Lonsdale youth became widely used to describe teenagers with far right
Far right
Far-right, extreme right, hard right, radical right, and ultra-right are terms used to discuss the qualitative or quantitative position a group or person occupies within right-wing politics. Far-right politics may involve anti-immigration and anti-integration stances towards groups that are...
tendencies, and the brand was banned from certain schools in the Netherlands.
Lonsdale reacted to this trend by sponsoring anti-racist
Anti-racism
Anti-racism includes beliefs, actions, movements, and policies adopted or developed to oppose racism. In general, anti-racism is intended to promote an egalitarian society in which people do not face discrimination on the basis of their race, however defined...
events and campaigns, and by refusing to deliver products to known neo-Nazi retailers. In 2003, the "Lonsdale Loves All Colours" campaign was launched, emphasizing non-white
White people
White people is a term which usually refers to human beings characterized, at least in part, by the light pigmentation of their skin...
fashion models, along with increased support for initiatives that combat racism.
During the 2005-06 English football season
2005-06 in English football
The 2005–06 season was the 126th season of competitive football in England.-Overview:*The rebuilt Wembley Stadium was due to open in time for the FA Cup final in May. However, in August 2005, The Football Association reserved the Millennium Stadium as a backup, as there was some doubt whether...
, Lonsdale was the kit provider for Blackburn Rovers Football Club
Blackburn Rovers F.C.
Blackburn Rovers Football Club is an English professional association football club based in the town of Blackburn, Lancashire. The team currently competes in the Premier League, the top tier of English football....
. In 2006, Lonsdale stores opened in Singapore, Taiwan and other parts of Asia. , a division of Lonsdale produces football kits for Brentford
Brentford F.C.
Brentford Football Club are a professional English football club based in Brentford in the London Borough of Hounslow. They are currently playing in Football League One....
, Swindon Town
Swindon Town F.C.
Swindon Town Football Club are a team based in Swindon, Wiltshire. Currently in League Two, Swindon have been managed by Paolo Di Canio since 23 May 2011...
and Millwall
Millwall F.C.
Millwall Football Club is an English professional football club based in South Bermondsey, south east London, that plays in the Football League Championship, the second tier of English football. Founded as Millwall Rovers in 1885, the club has retained its name despite having last played in the...
. In 2008, Lonsdale were the official clothing suppliers to the Sydney Roosters
Sydney Roosters
The Sydney Roosters are an Australian professional rugby league football club based in the Eastern Suburbs of Sydney. The club competes in the National Rugby League and is one of the oldest and most successful clubs in Australian rugby league history, having won twelve New South Wales Rugby League...
Rugby League club in Australia.
On 25 March 2010, Lonsdale celebrated the 50th anniversary of the brand by holding the Lonsdale Challenge at the Liberty Boxing Gym in Nottingham, England. The event featured Lonsdale-sponsored boxers Carl Froch
Carl Froch
Carl Froch is an English professional boxer and is a two-time and reigning WBC super middleweight champion. He previously held the British, Commonwealth, & English titles at super middleweight.-Amateur:...
, James DeGale
James DeGale
He is European super middleweight championJames Frederick DeGale MBE is an English boxer and Olympic gold medalist. He was born in Harlesden, London. He started amateur boxing at the Trojan club at the age of 10 before moving to Dale Youth boxing club...
and Tony Jefferies
Tony Jefferies
Tony Jefferies was a former Grand Prix motorcycle road racer. He won the 1971 Isle of Man TT 350cc Junior TT. He won two more times at the TT in the 750cc Production class. His son David Jefferies was also an Isle of Man TT victor....
in various boxing-related challenges.
Associated fighters
The following fighters have worn Lonsdale clothing during bouts:- Muhammad AliMuhammad AliMuhammad Ali is an American former professional boxer, philanthropist and social activist...
- Joe CalzagheJoe CalzagheJoseph William Calzaghe, CBE, MBE is a Welsh former professional boxer. He is the former WBO, WBA, WBC, IBF, The Ring & British super middleweight champion and The Ring light heavyweight champion....
- Henry CooperHenry CooperHenry Cooper may refer to:*Sir Henry Cooper , British Heavyweight boxer*Henry Cooper from Tennessee*Henry Cooper , English recipient of the Victoria Cross...
- James DeGaleJames DeGaleHe is European super middleweight championJames Frederick DeGale MBE is an English boxer and Olympic gold medalist. He was born in Harlesden, London. He started amateur boxing at the Trojan club at the age of 10 before moving to Dale Youth boxing club...
- Carl FrochCarl FrochCarl Froch is an English professional boxer and is a two-time and reigning WBC super middleweight champion. He previously held the British, Commonwealth, & English titles at super middleweight.-Amateur:...
- Audley HarrisonAudley HarrisonAudley Harrison is a British professional boxer from Harlesden, England who fights in the heavyweight division. At the 2000 Olympics in Sydney he became the first British fighter to win an Olympic gold medal in the superheavyweight division. He stands and usually weighs around .Harrison turned...
- Jonathan OakeyJonathan OakeyJonathan 'JayJay' Oakey is a British professional boxer. He is currently one of the youngest professional boxers in the UK.Oakey, who is nephew of professional rugby player and england coach Ellery Hanley , is mostly known for his huge professional classification change, after beginning his...
- Ricky HattonRicky HattonRichard John Hatton MBE, more commonly known as Ricky "the Hitman" Hatton, , is a former British professional boxer, and currently a promoter....
- Tony JeffriesTony JeffriesTony David Jeffries is an English professional boxer who won a bronze medal in the 2008 Summer Olympics...
- Lennox LewisLennox LewisLennox Claudius Lewis, CM, CBE is a retired boxer and the most recent British undisputed world heavyweight champion. He holds dual British and Canadian citizenship...
- Brian LondonBrian LondonBrian London, born Brian Sidney Harper, 19 June 1934, in West Hartlepool, is a retired English heavyweight boxer. He was British and Commonwealth Heavyweight champion from 1958 to 1959, and had two world heavyweight title fights...
. - Ryan RhodesRyan RhodesRyan Rhodes is an English light middleweight boxer. Rhodes took up boxing at a young age, training at Brendan Ingle's gym in the Wincobank district of Sheffield.-Professional career:...
- Sugar Ray RobinsonSugar Ray RobinsonSugar Ray Robinson was an African-American professional boxer. Frequently cited as the greatest boxer of all time, Robinson's performances in the welterweight and middleweight divisions prompted sportswriters to create "pound for pound" rankings, where they compared fighters regardless of weight...