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Amid the waves of numerous brands sweeping the globe, B shares
its perspective on well-balanced brands and uses print media to demonstrate the timeless values of individual brands. Defining a well- balanced brand by four standards-beauty, practicality, price, and philosophy-B offers unique insights and in-depth analysis of one well- balanced brand in one issue every month.

Welcome to the 94th issue of B.

When we reorganize our closets as the seasons change, we often sigh a lot. Although we have a lot of clothes, we always think we have nothing to wear for the coming season. And we treat clothes from a year or two ago as mere objects devoid of all charm or vitality. But despite our closets full of storied failures, if you will, there are a few items that do endure: the clothes, bags, and accessories we wear most frequently.
They are neither thrilling nor eye-catching, but they quietly do their jobs. Personally, I think of these as “attachment” pieces. Despite the literal definition of the word, attachment has some ambiguity. It is far from clear values like good or bad, perfect or imperfect, and economical or uneconomical. What we can describe as an object of attachment is, I think, something that is “just right for me.” Focusing on the right fit for yourself may change your whole perspective on clothing.

In this regard, Barbour, the second brand introduced by B in 2023, is something people can really get attached to. Barbour customers-not only in its birthplace of Britain but also across the world in Korea and Japan-and Barbour employees say they have long cherished the brand’s products and will continue to do so for years to come. Case in point: It is not unusual for Barbour enthusiasts to wear well-maintained waxed jackets for 10 or 20 years. There is definitely a difference between being a consumer and being a fan, and Barbour’s fandom, quiet yet strong, has been built on trust and faith. At the center of the fandom is the waxed jacket, which serves as sort of a tangible origin myth for the brand. Workwear for fishermen and laborers in North East England a hundred years ago, leisurewear for royalty and aristocrats who enjoyed hunting and horseback riding, and fashion apparel for celebrities and rock stars at music festival-Barbour has dynamically added to its history for each new era.

Although functionality and durability are frequently used words to describe the brand, it is rather far- fetched to call Barbour a functional clothing brand. Compared to the specifications of outdoor clothing, which is designed to endure extreme conditions, the functional details of Barbour feel more like “traces.” As mentioned before, the legendary Barbour jackets have represented the culture of a certain region or profession, and in a way, wearing the brand’s items are symbolic. It is similar that you still want to drive manual gear cars in an era when electric vehicles are commercialized. It is not only because they do their job as a tool, but also because they are meaningful as a small comfort that fills up time like a hobby and makes your life ricker.

In this vein, founder John Barbour’s progeny-now in the fifth generation as Barbour company owners-seem to have flexibly changed roles between the innovative businessperson, the creative storyteller, and the traditional researcher. The biggest
achievement has been the brand’s ability to expand its business while not undermining the authority of the prototypes. In an interview with B, Steve Buck, managing director of Barbour said that Barbour was able to thrive by “making people surprised in a way that is not shocking.” Likewise, Barbour Chairperson Dame Margaret Barbour once said the brand has revolutionized itself very carefully. If it is a uniquely British skill to be able to discover small things and give meaning to them while simultaneously respecting and adapting them to the times, the Barbour family has been doing their job wonderfully.


Eunsung Park
Content & Editorial Director

매거진 B(Magazine B) No 94: Barbour(영문판)

Barbour

BRAND.
BALANCE.

BRAND
DOCUMENTARY
MAGAZINE

ISSUE NO.94
BARBOUR

ENGLISH EDITION