We talk about the legend behind the iconic American brand’s logo

We know what goes into the making of a Brooks Brothers shirt – and we also know the genesis of the brand.  Yet there is more to the Brooks Brothers’ story than this.

Connoisseurs of the label will instantly recognise the golden sheep suspended by a ribbon; but what’s the story behind this instantly recognisable logo?

Legend Has It…

It was first seen by brand patriarch, Henry S Brooks, hanging in the stores of Saville Row tailors. The symbol was meant to indicate shops where fine wools were sold. While Brooks may have been inspired by British tailors, they in turn seem to have borrowed this symbol from a 15th century French duke. Philip the Good, Duke of Burgundy, used this drooping sheep symbol when he formed the Order of the Golden Fleece in 1430. He chose the sheep as the logo for his band of knights as a tribute to the highly-prized wool flocks that made him his fortune.

Legend has it that the Duke controversially attributed the symbol to the story of Jason and the Argonauts, who in an epic Greek journey, travelled to Colchis to retrieve the Golden Fleece. Over the centuries, the symbol and its usage changed – adorning, at various points, the shoulders of European noblemen, the armours of knights, and eventually the merchant ships of traders, who wanted to be identified as traders of wool.

Making of an Icon

The Brooks Brothers brand first used this logo in 1850, painting it on the shop door in New York. It symbolised the heritage, quality and legendary service that marks British tailoring traditions.

In the 199 years since, Brooks Brothers has been at the forefront of style innovation, establishing iconic styles such as the button down and the polo shirt and using the luxurious Supima cotton fabric to make its shirts.

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A Revolution in Shopping

The brand has also expanded its footprint internationally, and is available in more than 20 countries. In India, the brand is retailed through the Tata CLiQ Luxury website, as well as offline stores. And in keeping with the spirit of innovation, Brooks Brothers collections can be bought online and picked up in-store, through Tata CLiQ’s CLiQ AND PiQ service. Not only does it save time (if you need to pick your clothes up at the last minute for a special occasion), but you can exchange or return your order in store as well.

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