Few brands achieve so synonymous a relationship with a garment as Baracuta has with the Harrington Jacket. Baracuta (originally based in Stockport) created the original G9 Harrington jacket in 1937. The Jacket itself is one of those fine items that has surpassed its original purpose (golf, if you were wondering) to be re-appropriated by youth movements from mods to suede-heads to soul boys. Elvis Presley, Frank Sinatra, the 1966 England football team, the who’s worn it list is nearly endless. But in the end it all boils down to the fact they can be worn pretty much any way you want, a theme explored in Baracuta’s latest Synonymous & Antonymous ad campaign. Kevin Stone, Brand manager at Baracuta got in touch with The Holborn to tell us more about the campaign and Baracuta’s latest collection.
How did you first come to Baracuta? What attracted you to the brand?
Ten years ago I was asked to resurrect the brand, by the company who owned the trademark, they had a license in Japan and nothing else. My background and interest was brands with provenance and heritage and Baracuta was right up my street. I knew the G9 (Baracuta’s famous Harrington Jacket) and I set about documenting its rich cultural history, buying archive pieces, and planning to relaunch a Made in England G9.
Current incarnations of the classic G9 Jacket – Baracuta S/S13′
All available at www.wpstore.com
What are the challenges of dealing with a brand like Baracuta- who have such a rich cultural history?
When you are given the opportunity to be involved with a brand that has crossed cultural divides, has dressed icons and legends and has been woven into the very fabric of British youth culture, you quickly realise that it is loved and cherished almost owned by a lot of people so you have to respect it. However it’s also very important for the brand to not always look back but to keep moving forward, to make the brand relevant to today’s tastemakers.
What were the ideas behind the new Synonymous & Antonymous campaign?
The campaign was created by Marcus and his team at Jocks & Nerds Magazine. The campaign shows how the iconic G9 jacket can be worn and interpreted regardless of age, lifestyle or culture. In the campaign real people talk about their emotional relationship towards the jacket and its place in youth culture over many years.
To what extent are Baracuta garments still a quality product in terms of their production?
More than ever! We have upgraded the G9 jacket to become the ultimate Harrington jacket, new fabrication, Coolmax lining with 100 percent cotton ribbing. The fit has also been enhanced and it is now made in London. The ‘Blue label’ collection has been designed by Kenichi Kusano, Kenny is the ex-Creative Director at Beams+ He has used British fabrics in his collection and we are making it in Italy.
To see the full ‘Blue Label’ collection click here
What can we look forward to from Baracuta in the future? Any highlights?
We relaunched for SS13 and are now taking our time, we have new owners in WP Lavori who are so well respected in the world of research and design, they are supporting the brand, we have a desire to show at London Collections and we are in discussions. We have a great collaboration coming out for this Autumn but I’m afraid I have to keep it under wraps for now.
Do you have a favourite Baracuta item? What would/do you wear it with?
I have three, the new G9 jacket in Dark Navy, its a timeless classic, I have a fantastic G4 jacket that I worked on previously with Comme Des Garçon that is very special, and I have also grabbed the sample of one of Kenichi Kusano’s Autumn 2013 designs, its a G9 Baseball jacket in British Moon Fabric. I always like to team them up with good raw denim and a British brogue.
KS & JMN
Why not visit Baracuta’s offical Tumblr Page for more of the latest news and information on the current campaigns?