If someone asked you to name 3 iconic menswear brands that have withstood the test of time chances are that Fred Perry, Lyle and Scott and Original Penguin by Munsingwear would be featured. So what do these brands have in common other than a rich history spanning many decades?

The answer to that is that there are in fact several things! For a start, all three brands are probably best known for the easily identifiable icon on the left hand side of their tops. (Laurel wreath, Eagle and Penguin respectively). Secondly all 3 have their roots firmly entwined with the sporting community. Both Lyle and Scott and Original Penguin have close ties with the golfing community.

Lyle and Scott sponsored a number of golfers including greats such as Greg Norman and Sandy Lyle whilst Original Penguin’s first range of clothing was golf shirts, the first in America to establish itself due to the innovation in design which augmented the underarm area to avoid damage due to a vigorous swing. Fred Perry the man behind the clothing brand was in a 3 time Wimbledon champion, famed for his athleticism and no compromising approach to the sport and the politics involved. Fred Perry clothing began as an endorsement by Fred of a sweatband, prior to the launch of the timeless polo shirt which remains unchanged from the launch of the first range in 1952.

The final thing which they all have in common is the endorsement by youth subculture. It is perhaps the tailoring of these brands towards practicality which also lead to the adoption of them all within popular youth subculture. A well fitting polo shirt and the style provided the disenfranchised youth with a practical piece of attire which looked good and embodied their subversion of mainstream cultural values.

The continued success of these brands and the enormous growth in sales can be largely attributed to the alignment with popular culture and clever product positioning. The distinctive styles are easily identifiable, largely as they have remained unchanged for so long. Seeing celebrities and bands such as Arctic Monkeys, Kasabian and Oasis sporting these classic labels has certainly guaranteed their continued existence and links with popular culture. The success of these brands is a testament to the success of style and practicality over faddish fashions and for the wreath, eagle and penguin it seems the future is still bright.