Brand Focus: Baracuta

Brothers John and Isaac Miller had already garnered significant experience in outerwear manufacture through contracts with Aquascutum and Burberry before deciding to launch their own brand, Baracuta, in 1937. A gap in the market had been spotted for a practical golf jacket that remained stylish; at this point in time the jackets most worn by those on the course restricted movement meaning players had difficulty remaining comfortable, particularly in the rain. Working from a small factory in central Manchester, the iconic G9 was born, less one crucial addition - The brand approached the 25th Chief of Clan Fraser of Lovat and secured licensing to use the now staple tartan pattern as the lining for the jacket.

Throughout the late 1940s and early 1950s, Baracuta had undergone a period of significant growth both abroad and closer to home, with their first international advertising campaign catapulting the brand to an even higher position of prominence. Their first major expansion shortly followed, with Isaac transferring to a newly established sales and marketing office in New York City preceding the brand's inevitable appearance at iconic department stores in the region. In only a short space of time, the G9 was spotted being worn by the likes of James Dean and Elvis Presley and the imitation of this style by students of the time secured the jacket's legacy as a lifestyle jacket rather than simply a "golf jacket".

After supplying the English World Cup winning squad of 1966, the 1970s would see the popularity of both the Baracuta brand and the G9 itself rise yet again, with the launch of albums by the likes of The Who inspiring the newly recognised "Mods" to make the jacket their own. This style was soon adopted by other large, predominantly English subcultures like the "Rockers" and "Punks" who in turn brought their own unique, aspirational looks to the jacket. Its status within the world of pop culture was reaffirmed throughout the decades to follow, with groups all the way from The Clash to Oasis turning to the G9 for a heritage look that constantly adapts and adjusts to the individual wearer.

In more recent years, Baracuta have retained a strong interest from younger demographics due in part to collaborations with brands such as Palace as another generation brings their own style and personality to the iconic G9. Staying relevant since their earliest days in 1937, Baracuta remain a staple of any versatile wardrobe and will continue to do so for years to come.

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