HISTORY OF LONSDALE LONDON

Lonsdale London first established itself as the quintessential boxing and sports brand in the early 1960’s, however its roots and history go back even further. In 1891, the fifth Earl of Lonsdale Hugh Lowther, President of the National Sporting Club was the first to introduce boxing gloves after the deaths of three boxers in bare knuckle fights.
Lord Lonsdale was known as the Yellow Earl, as this was his personal colour. He had a distinctive yellow Rolls Royce which had a customised raised roof in the back carriage to accommodate his top hat and 194 centimetre frame! Lord Lonsdale was also the first President of the Automobile Association of U.K and later the chairman of the Arsenal Football Club. The yellow colour of Arsenal’s usual away strip is a tribute to him. Known by some as ‘England’s Greatest Sporting Gentleman’, he was also the inspiration for the Lonsdale cigar size. In 1909 to promote boxing, Lord Lonsdale started donating the ‘Lonsdale Belt’ to each professional boxer who won his British National Championship and successfully defended it twice, thus starting the tradition that a boxer was not regarded as a true champion until he earned a Lonsdale Belt. In 1929 Lord Lonsdale became the first President of the British Boxing Board of Control. He passed away in 1944 at the age of 87. 
Years later in 1959, an ex-professional boxer Bernard Hart, was granted permission by James Lowther (the 7th Earl) to use the Lonsdale name for a range of boxing clothing and equipment. Business commenced at 21 Beak Street in Soho in 1960. The brand became an overnight success due equally to its heritage and quality product, with boxing champions such as Muhammad Ali, ‘Sugar’ Ray Robinson and Brian London becoming devotees. By the mid 60’s Carnaby Street in Soho had become world famous as a hot spot of ‘swinging London’. It was a key place for Britain's youth revolution and had a long-term influence on London's shops, fashions and tourist industry.
By the end of the 1960s, Carnaby Street was London's second-most-visited tourist attraction after Buckingham Palace and the Lonsdale store was just around the corner. With high profile visitors such as Gregory Peck, Paul McCartney and Anthony Quinn, the store quickly became a mecca for celebrities as well as the boxing fraternity and the general public. In 1979 a young man by the name of Paul Weller, lead singer of ultra cool band The Jam, visited the Lonsdale store, unbeknown to the sales staff that were mainly retired boxers and had no idea who this uber star was! Paul purchased a large number of Lonsdale tees and then hit the tour circuit in Japan. The reaction to seeing the bold Lonsdale on Paul’s chest was immediate in both Japan and across England. Sales boomed, introducing the Lonsdale name to many new customers.
Lonsdale’s boxing tradition has never faded. Evander Holyfield, Marvin Haggler, Lennox Lewis, Mike Tyson and Ricky Hatton are amongst the world champions who have trained and fought in Lonsdale. Australian boxer Vic Darchinyan is the current WBA, WBC and IBF Undisputed Super Flyweight World Champion and has been a proud Lonsdale supporter. On November 1, 2008 Vic Darchinyan became the first man in history to unify the super flyweight title in that weight class with his crushing win over Cristian Mijares at the Home Depot Centre in California. Current boxer’s part of the Lonsdale team includes Billy 'The Kid' Dib and Lovemore Ndou as well as our first female boxer Lauryn Eagle.
Lonsdale in Australia has also become the brand of choice for many sporting stars including Rugby League’s Scott Prince, Mitchell Pearce, Jared Waerea-Hargreaves, Mitchell Aubusson, Josh Perry, Glenn Stewart and Gorden Tallis and super coaches Craig Bellamy and Brad Fittler. In the early 90’s the brand made its debut into the European market, and by 1998 had arrived in Australia. Although Lonsdale’s boxing heritage has never faded, it has transcended to become the internationally renowned fashion label it is today, combining classic lines and fluid shapes with a fresh and modern edge. The comfort and durability of the clothes make them essential pieces for every wardrobe, both for sport and street wear.  
In 2010 Lonsdale London celebrates its 50th anniversary from its humble beginnings on Beak Street to an internationally renowned fashion and lifestyle brand which is always easily recognizable within a crowd. To commemorate this milestone in Australia, Lonsdale released a limited edition 50th Anniversary collection of monochromatic t-shirts and an exclusive denim line available worldwide in strictly limited numbers.