LONSDALE VINTAGE
From boxing to vintage fashion - Lonsdale
Who says vintage sportswear is only about American sportswear, like hockey, basketball or football, soccer gear or Olympic wear?
Lonsdale brings a breath of fresh air into the vintage sportswear world with clothing from boxing. The brand was founded in Great Britain in 1960 by Bernhard Hart and today also makes casual wear. The name derives from the noble Fifth Earl of Lonsdale 1857-1944, as he was very enthusiastic about boxing. With the Lonsdale Belt, the English Earl donated his own prize for boxers and this is still awarded to this day. Today Lonsdale manufactures all kinds of sports clothing, such as sweaters, hoodies, shirts and shirts.
The Story of Lonsdale
Bernhard Hart ran a shop in London's Soho where he sold boxing apparel and equipment. Relatively quickly, the brand experienced a streak of success due to the increasing boxing trend and spread rapidly, so that it is now sold worldwide and has equipped many famous boxers such as Muhammed Ali and Mike Tyson. The brand soon enjoyed great popularity beyond boxing, initially especially among young subcultures who were able to identify their lifestyle with the boxing brand.
In the 80s and 90s the whole thing escalated and a skinhead subculture with right-wing extremist orientation developed, which carried on the old subcultural clothing brands, including Lonsdale. This caused major problems for Lonsdale's image and, to make matters worse, the sequence of letters "NSDA" in the Lonsdale brand name was reminiscent of the Nazi German party "NSDAP". It was thus possible with the logo of the brand to covertly commit to right-wing extremist ideology without using a direct right-wing extremist symbol. So you couldn't be punished for it.
The Lonsdale brand then distanced itself from right-wing extremism and right-wing extremist customers and worked against its image as a Nazi-affine brand, for example by shooting commercials with models from different backgrounds and supporting anti-racist initiatives. Right-wing extremist manufacturers were no longer supplied. The efforts had paid off: Lonsdale can hardly be associated with right-wing extremists today. The brand that was co-opted by the scene was eventually replaced by actual right-wing extremist brands by the skinheads.
Lonsdale still struggles with being wrongly associated with far-right extremism and faced threats of bans from the brand until they finally gained credibility in distancing themselves from the scene.
Lonsdale has been sponsoring the boxers of the German 1. FC St. Pauli since 2011 and is a partner of the "Laut gegen Nazis" initiative, sponsoring a bus for the "Kein Bock auf Nazis" campaign.
Peeces x Lonsdale
We imagine it's blatant when a brand suddenly has to struggle with a bad image that was wrongly simply imposed on it, without it really being able to do anything about it or identifying with it. It is probably also difficult for Lonsdale to ever be able to completely shed this image.
Nevertheless, in our vintage online shop we want to focus entirely on the brand's sportswear and value it for its high quality and cool style, which is why it is part of our brand register . Visit this to discover other brands and offers from our shop! We don't often get clothes from Lonsdale and therefore our range is correspondingly small, but you can find all Lonsdale clothing in our shop on this page! You don't care about the brand and you are generally looking for something specific, such as sweaters , hoodies , shirts or shirts ? Then check out the selection of our categories!
We select all of our unique vintage pieces by hand and prepare them ourselves by sorting, filtering, cleaning and ironing them. So we want to make sure that we can only offer you pieces of unique quality for fair prices. With each of your orders, you can also count on lightning-fast shipping within 1-2 working days .
Your favorite piece wasn't available in your right size or you just couldn't find what you were looking for? Just be at one of our next drops every Tuesday, Thursday and Sunday at 6 p.m. ! We often organize themed drops , where we collect clothes from a certain category and knock them all out at once. In order not to miss important information about a drop preview or early access, subscribe to our newsletter below with your email and actively follow us on Instagram .
Do you have questions about a specific item, need help on our website or information about your order? Send an email to support@peeces.de and we will take care of your request as soon as possible!
