Lewis Tomalin English entrepreneur, founder of the fashion brand Jaeger. Country: Great Britain

1. Lewis Tomalin: Founder of Jaeger
2. Early Years and Career
3. Acquisition and Rebranding
4. Revival and Current Status

Lewis Tomalin: Founder of Jaeger

Lewis Tomalin, an English entrepreneur, is the founder of the fashionable brand "Jaeger". The brand was named after German zoologist and physiologist Dr. Gustav Jaeger, who believed that clothing made from animal fibers was far superior to those made from plant fibers.

Early Years and Career

Lewis Tomalin, the great-grandfather of Nicholas Tomalin, an English journalist and writer, established the high-class fashion brand and retailer "Jaeger" in the United Kingdom in 1884. Tomalin translated and published Dr. Jaeger's teachings in English. The first Jaeger store opened in February 1884. Despite not initially aiming to capture the hearts of high fashion enthusiasts, Jaeger achieved success. Within the first five years of its existence, Jaeger expanded its production, increased its volume, and opened new stores throughout the UK. By 1900, there were 20 stores, along with a network of agents responsible for wholesale deals.

Acquisition and Rebranding

In 1967, the textile group company "Coats" acquired Jaeger. However, towards the late 1990s, the management of Coats felt that Jaeger had become somewhat outdated and it was time for a change. Attempts to "rejuvenate" the brand began in the 2000s. Bella Freud was invited to create a new clothing collection. The rebranding process went almost unnoticed, and Jaeger not only failed to attract younger customers but also lost a significant portion of its fan base.

Revival and Current Status

In 2003, Richard Thomson, an entrepreneur, purchased Jaeger for a symbolic fee of £1. The new owner, Harold Tillman, leased the flagship store "Allders" in Croydon in 2005 and revived the brand. In 2008, Stuart Stockdale was appointed as the new head of design. While Jaeger's clothing does not fall under haute couture, its prices exceed those of high street fashion. On February 10, 2008, Jaeger held its first London fashion show during London Fashion Week under the patronage of the British Fashion Council.

In May 2009, Jaeger celebrated its 125th anniversary and released a book detailing the history of the oldest brand. Currently, Jaeger products are available in over 140 stores in the UK and Europe, as well as in Montreal, Japan, Dubai, Taiwan, Chile, and Korea. The cornerstone of all Jaeger collections is coats, both knitted and tailored. Most models are made from luxurious fabrics and natural fibers such as cashmere, camel hair, silk, and angora. In addition to its British heritage, Jaeger includes fabrics in fine stripes, herringbone patterns, tweed, and checks in its lines.

In addition to its exquisite tailoring and quality fabrics, two main features associated with Jaeger, the British brand is also known for its meticulous attention to detail. The main colors used by Jaeger designers are black, ivory, and navy, which perfectly complement the brand's monochromatic classics. Each collection is influenced by seasonal trends from the runways. Jaeger is the perfect combination of innovative designs and luxurious fabrics, creating first-class clothing that will undoubtedly become vintage in the future.