How The Trench Coat Saved Thousands of Lives During WW1

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Burberry is a high-end fashion house based in the U.K. The company’s iconic trench coat and cashmere scarves, patterned in its signature tartan, are associated with wealth and luxury.
But its founder, who was an apprentice in a curtain shop, actually made its clothes for everyday workers. They were so well-made that British soldiers packed along its coats as they left home to serve in the First World War.
As the soldiers wore the coats while guarding and crawling through the muddy trenches, the coat became more than just an accessory. It turned out to be a lifesaver for hundreds of thousands of soldiers.
This is the story of Burberry, and how they conquered the world.
Sources: pastebin.com/P4apQAHS
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[@hook]

Thanks to Scentbird for sponsoring this episode! Use HOOK to get 55% off your first month at Scentbird sbird.co/3fBpGDx

[@oscarosullivan4513]

You passed over the “Chav” years

[@smi2le4ever]

That’s not how you pronounce Bette Davis name.

[@ryeofoatmeal]

I love how garments used to be so practical and made of natural fibre... these days we treat them like garbage :/

[@IrishAnnie]

Made in China

[@chrisparkes2179]

The fashion industry has convinced people that clothes should be cheap as possible, last only a short time and even if they don't fall apart in that time, be deemed to be "Out of fashion" and discarded. I used to buy the cheapest jackets I could find. They never lasted long. I got fed up of that one day, saved up and spent the most I'd ever spent on clothing in one go in a single, well made coat. I've ended up saving money as it has lasted long enough to easily recoup the cost.

[@B601_CBML]

cheap clothes have always been around

[@mf--]

Made of garbage returns to garbage. My leather coat has worked for over a decade.

[@h8GW]

Sounds like confirmation bias and survivorship bias to me.

[@elijahdelacruz3204]

Never would have thought that a luxury fashion brand started as a simple yet protective and practical wear for the everyday people and for literally saving soldiers lives. Keep up the great videos!

[@andrewrife6253]

You should see the history of Dr Martin's and Hugo boss then lol

[@lorddio4280]

Look at how much of mens fashion is inspired by the Military.

[@w.reidripley1968]

@@lorddio4280 That's no new phenomenon. The puffed shoulders of 16th century menswear doublets derived from the arming-coats worn under plate armor -- padding was called for under the pauldrons. That it gave you big shoulders in contrast to a narrowed waist was just gravy.

[@lorddio4280]

@@w.reidripley1968 Really facinating when you Look at these things in deapht.

[@_ernie]

History of Abercrombie is also surprising

[@Susweca5569]

I had a Burberry plaid jacket that my mother wore in the 1930s. Grew up in the same house she grew up in and she kept her vintage clothing in perfect condition.

[@johnoneill6161]

In the 80's I saw a Burberry Trench coat in Washington DC and lusted after it. My wife got me one for Xmas and I wore it all over the world in my business travels. It had a liner and during the winter it kept me warm and dry in snow and rain storms. I loved that trench coat!

[@albertandrews130]

What happened to it?

[@Incredible___]

Do you still wear it?

[@deezynar]

$2,500 for a new Burberry trench coat today. I don't see that many farmers are buying those now.

[@heycidskyja4668]

I don't see why not - most farmers are among the wealthiest individuals in society.

[@markadams738]

The original Basingstoke showroom is now a cafe bar called the 'Gabardine' . The planters nearby and the benches are painted in Burberry check. The factory /shop that burned is now a Indian food supermarket but it was also a bar in the 1990's.

[@luxiusilluminus2844]

Honestly these are great life lessons for anyone looking for success and helping the world. I really like the quality content you provide us with Hook, well done!

[@kirbymarchbarcena]

Such an inspiring story. Burberry helped saving many lives that today's generation were not even aware of.

[@sofiaakhter4958]

Well the story only has one terrible and crippling disaster

[@iLoveBoysandBerries]

Give me a break.. They made jackets.. Move on

[@gummy5862]

@@iLoveBoysandBerries I'm pretty confident that you don't own a single jacket that could withstand the test of elements that those Burberry jackets had to in the war.

[@matriximaster]

Funny how affordibilty and utility often become the oppsite over time. I used to buy at Bannana Republic back when they sold quality military surplus recreations. Sadly the store is has become a complete failure by copying the GAP business model.

[@w.reidripley1968]

When BR was bought out by Gap, they weren't given a choice. In a year or two, all the khaki was gone.

[@1057shelley]

I was introduced to Burberry in the ‘90’s when I discovered their original fragrance. It has become my signature scent after receiving so many compliments.

[@steffenrosmus9177]

Yep, it smells like an dead opossum.

[@WalterWhite_2077]

You saw it on chavs, didn't you?

[@LeviBulger]

Burberry was one of the 4 colognes in the 90s that was on every dude. The other 3 were Curve, Drakkar, and CK One. I loved Curve but it got played out and so I ended up switching to Burberry at one point.

[@WalterWhite_2077]

Burberry fans is the 40s: This is the greatest coat of all time, it literally saved out lives! Burberry fans in the 90s: Oi mate, ye got a light?!

[@w.reidripley1968]

Sure. Here's lookin' atcha. Which is easier in the flame of the lighter.

[@anamedperson]

I love your guy’s videos they are so well written and produced. They also taught me things I didn’t even know. Thank you, team at Hook

[@Topman10198]

They never disappoint. Everything us always spot on

[@cashmsc]

tbh burberry's older logos are so much better than the one they use now. the older ones are so much more distinctive, and the new one lacks personality especially when compared to other redesigned logos

[@_ernie]

Just went through a rebrand again!

[@theoneandonlypinkypinky8245]

Wow I didnt know any of this! Fascinating story as usual! I have a Burberry. But I didn't buy it. My neighbors parents are rich and bought her the apartment. She threw it out so I took it!

[@corlenwilschire]

I never understood how so many brats just throw away perfectly nice clothing.

[@paulwolf7562]

Her loss, was your gain.

[@lucas.s017]

I always look forward to your uploads!

[@ihateeveryjuan9943]

Your videos are always so interesting! Thanks for sharing these stories

[@paulwolf7562]

Anyone, who's studied World War 1, should at least have a passing knowledge of what the, "trench coat" was? It's one of the most fashionable garments, that has stood the test of time. Even, today theyre still being used and useful. Unfortunately, as a lifelong student of military history, that's one garment that has always eluded me.

[@malcolmapplet4313]

I occasionally pine for the Ike Jacket. Back when you could get them in a surplus store, I passed.

[@greenmachine5600]

@@malcolmapplet4313 they do look good

[@NathanHarrison7]

How my family loves all things Burberry. And how I wish we could afford it!

[@squirrelmaster2303]

Same

[@ilikepotatoes8920]

This is one of my favourite informational channels of all time. Every video tells a story that I never knew about before

[@damienlee1165]

Reminds me a bit of Palladium, they made boots for the French military post WW2 and now they're popular amongst the youth.

[@kingpurple6416]

Imagine if Thomas Burberry saw the new Minecraft collaboration

[@judithcatlett8518]

Love to learn the history of fashion houses. There’s always a fabulous story behind them.

[@nomdeplume7537]

There are 2 brands that are timeless and classic. If I had the money, id love to build a wardrobe around both of them. Far and 4away ny favorite houses that surpass even Armani, Gucci or any other fashion line. I've dedicated my life in service to others. My Nation, Community and my fellow man. As such the cost to have a solid wardrobe was just out of reach. Now that I'm retired at 56 from being a Trauma RN for near 30 yrs, as well as being a disabled USN veteran. Affording such, is now nigh impossible. The two designers are Burberry and Brooks Brothers. They are the height of timeless elegance, that never ebbs and flows with fads in fashion

[@latzhosenlars7851]

This makes me appreciate my Trenchcoat even more. I love it.

[@juliedang5700]

Back then, ppl made things with love, care and quality. Now, all they think is 💰. No quality, but a bunch of quantities, even with high end brands. I’m working with high end store for over 25 yrs and I can see the difference between then and now.

[@nathanbond8165]

yeah it's hard for 8 year old's in china to make quality goods....

[@Pangooooo]

Didn’t know the chav’s bling was the ww1 standard

[@stevekirkpatrick1612]

When the initial Hollywood exposure included Audry Hepburn, Bette Davis, and Marilyn Monroe, how could it have ever been struggling for the "young fashionable women"?

[@corlenwilschire]

When they were making clothes for farmers and coats for soldiers, they were struggling to aim their products toward the young and feminine. It took some time after the trench war.

[@ifeifesi]

I live not too far from Burberry's outlet in London which sell items at discount. Nice to learn of their history.

[@limacharlie372]

Chatham Place in Hackney by any chance?

[@ifeifesi]

@@limacharlie372 yup that's the one!

[@charliezhu6858]

I like it how Canada has been rebranded as the US lol

[@X1ZR]

So you're telling me these soldiers were in the trenches dripped tf out?!

[@NavyRev]

Very cool to listen to particularly as a military officer and considering uniform then and now. Still are issued a gabardine coat.

[@giuliobros.123]

Ur videos are great!!!

[@embreybuffalo]

Just learned about ww1 in class today

[@sf14031952]

Unfortunately , only the officers had burberries !

[@Joshua_N-A]

Interesting how well known companies used to be small businesses.

[@HFC786]

Dope storyteller!

[@mrbluesteen]

Amazing !!

[@chilledoutrobot6358]

15:34 Ahh yes the US

[@enguerranddemarigny]

Humphrey Bogart wore in Casablanca (1942) movie an AQUASCUTUM trench coat and NOT a Burberry one !!!!

[@paulmentzer7658]

And was his own coat. Warner Brothers in the 1930s and 1940s had a policy that in "Modern movies" the actors had to wear they own clothes. Warner Brothers was very cheap, by requiring actors to use they own clothes it cut costs of making the movie.

[@enguerranddemarigny]

@@paulmentzer7658 Noooo ! I ignored that ! Thank you very much sir Mentzer ! I understand why Marlène Dietrich could impose her Christian Dior haute-couture clothing in some of her movies.

[@madeleinbronner3943]

Love it!!!

[@Batman-lg2zj]

@Hook does a good job.

[@davidandrew1078]

I have a scarf and trench coat and wear them with pride.

[@TimothyCannock]

Muddled-up images and facts!

[@BlueJazzBoyNZ]

Found mine at an Op-Shop... Classic Style

[@rileyemel9913]

The start of the story almost reminds me of Patagonia in terms of durable sportswear

[@scroungasworkshop4663]

Fascinating, thanks.

[@aabidfaiyaz]

That Ai was so unexpected 😬🤣🤣🤣

[@abba929]

🤔 Interesting that you didn't mention Christopher Bailey who worked at Donna Karan, Gucci (with Tom Ford) and then helped to revitalize Burberry in the mid 2000's. 🤦‍♂️

[@albertandrews130]

I would love to have a Burberry trench coat in cotton twill.

[@watchersmith806]

Content was interesting. But the word “smock” is pronounced as spelled: smock (smok or smaak) Not schmock 🙄 Also the Burberry pattern is plaid. It is not a check (think of a checkerboard).

[@hohohaha999]

Imagine needing to invent.... long coats The modern world is filled with wonders

[@cjyoung7372]

Never even heard of it but now I want it lolz

[@PaulDoodes]

I was born in Basingstoke. This is the first time I’ve heard that Burberry was based there.

[@salmamaaroufi70]

Can anyone explain to me the pockets of burberry why there is a hole to the inside pocket

[@baule4475]

15:38 it says that canada is the usa which it is not

[@starwolf3020]

And that's how you do Business, from the ground up

[@HOBOLOCO13]

"Trench" coat...oooohhhhhh

[@NDNstrength]

Burberry is no longer the same quality, it’s just a brand, style without the quality.

[@somerandomfella]

Didn't realise the soldiers were so fashion savvy. Imagine they had Instagram!

[@LeadLeftLeon]

Military makes males get their physical appearance together for discipline. Bs about real man doesn’t care about how he looks gets smacked out their heads quick

[@somerandomfella]

@@LeadLeftLeon take a chill pill snowflake. It's a joke about soldiers wearing designer coats to war.

[@jasonmajere2165]

Well I mean n@zi had uniform made by hugo boss.

[@squirrelmaster2303]

They have nice cologne. I wish I could afford there clothes.

[@18wheeler77]

Wow!!!

[@boopadin]

They’re not really based in the UK anymore considering there are only 1 or 2 pieces produced there. The rest is all made overseas in Vietnam, Turkey or China.

[@understitchYT]

Omg WHO s your editor????

[@payconotop6070]

18:35 bro really pointed of Canada and said USA

[@noahcooper9848]

Ig Canada is a state now

[@corlenwilschire]

"Fetch me my Burberry!"

[@zelphx]

Burberry was INDEED adventurous, going riding in UTAH and all. 🐴🐎😜

[@sachinmistry1]

They were the North Face or Patagonia of the early 20th century.

[@dawkon990]

15:39 USA in Canada?

[@blues03]

4:16 What is he sitting on??

[@scottwallace901]

You have mispronounced some words and we don't have fire hydrants in Great Britan so where did you get your infomation from?

[@superstar5123]

uu is not a word

[@johnsmith-ht3sy]

Plus cars had not been invented, so how could a fire engine turn up?

[@Marvel2328]

15:39 Today I learned I live in the United States!

[@DriftingMunki]

Hugo boss taking notes… 👀

[@findlay234]

The original North Face!!

[@lonelyjaco]

bros sponsor went for 4 minutes!?

[@samuelcook5823]

anyone notice at 15:40 the label over the United States is actually over Canada??

[@wolfvoigt5497]

Says US and triggers Canada 😁

[@roofcat3202]

15:34 sir that is not the U.S.

[@NutsFathead]

Caps and scarfs just remind me of chavs 😂

[@mllegendas1319]

incrível

[@LeadLeftLeon]

What happened to the assistant who accidentally caused the fire

[@ambitionsskyyyy]

She got ‘fired.’

I would love to buy Trench coat and scarf but anything else noo

[@hoax00og]

no puffer? ya loss mate

[@metube9541]

Amazing, and now it’s associated with Chavs.

[@demonrosario5398]

how far they've fallen

[@clayjadhav4742]

im sorry but that united states pin is on canada

[@babyymilo]

Thumbnails says billions which is BS cuz he made millions during his life with the brand.

[@Megadebt]

MJF put Burberry on the map.

[@superstar5123]

who?

[@Castro_C]

@@superstar5123 cares

[@superstar5123]

@@Castro_C You cared enough, smooth brain

[@jamesmurray8558]

London Fog.

[@TheRealDoctorBonkus]

It is so sad that Burberry now produce some god awful coats that are hideous and not at all like those coats of the 10's and 20's

[@Ranger2439]

Anyone notice that Canada was pinned at 15:40 and not the US?

[@sussssss485]

Hi

[@humanalsowritterstephanie2195]

🌎

[@BigLMedia]

Thankyou an North American that can say Hampshire

[@Angellady11]

It saved England

[@nuherbleath461]

Ah yes Burberry. Definitely not the most popular fashion choice for chavs in the early 2000s

[@DRACOFURY]

*The More You Know* 🌈

[@pigeon6130]

Test

[@blitzir]

🎃

[@textwallsurvivalgameplays]

33th