FROM FIELD TO FASHION

With its warm, durable materials and earthy tones, the practical elegance of traditional shooting attire has a rich heritage among windswept moors and dense woodland. Yet from tweed jackets to wax jackets and boots, the unique clothing worn for game shooting has proved so popular over the years, that someone wearing the “shooting look” is now as likely to be spotted in town as they are in the country. 

Traditional shooting clothing was originally created for practicality, allowing its wearers to keep warm and blend into the landscape around them with hues of green and brown. Robust materials provided protection against rugged landscapes and unpredictable British weather. Tweed, with its tight weave, provides warmth, and waxed jackets or overcoats offer protection against rain. Accessories including hats, (first bowler hats, then trilbys, then later flat caps) and leather gloves served similar practical purposes.

Field fashion first moved outside estate boundaries and into city wear in the mid to late 19th century. The Norfolk jacket became fashionable in the 1860s when the Prince of Wales, later Edward VII, whose country residence was Sandringham House in Norfolk, chose to wear the jacket for leisure.

His shooting friends soon followed suit, and before long, so did young men around town, keen to emulate the prince’s example. The late 19th and early 20th centuries also saw an increase in the newly wealthy classes taking part in rural activities such as shooting, fishing, and hunting.

This in turn created a new demand for fieldwear, increasing its profile and popularity. Many classic British heritage brands today have their origins in clothing originally worn for blood sports; the style of the classic Burberry trench coat has its origins in the waterproof overcoat, as does the original Barbour waxed cotton jacket. Burberry and Barbour are still incredibly popular brands today, although their clothing is prized for its aesthetic qualities and elite reputation, rather than its hardiness. 

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The lines between field and fashion are increasingly blurred, with shooting-inspired outfits now gracing city streets as much as they do country paths. The revival of “cottagecore” and “tradcore” aesthetics on Instagram and Tiktok during the pandemic further cemented the appeal of rural-inspired fashion. People sought comfort and a sense of nostalgia that harks back to seemingly simpler, more rustic times, sparking an increase in the sales of country attire.

Moreover, the rise of sustainable fashion has seen a resurgence in the popularity of investment pieces like tweed blazers and leather boots that are built to last, and are often passed down through generations, altered and repaired, rather than thrown away.  The growing popularity of shooting attire has also been fuelled by celebrity endorsements, such as Alexa Chung’s partnership with Barbour, and pop culture. Public figures such as the British royal family have long showcased tweeds and waxed jackets, blending tradition with contemporary style.

In entertainment, TV series like Downton Abbey and The Crown have shone a spotlight on elegant countrywear, influencing audiences worldwide.

These influences have translated from a rural into an urban context (reflecting demographic shifts, with the majority of the UK population now living in towns or cities, rather than the countryside), where pairing a tailored tweed jacket with jeans or donning Chelsea boots with an office dress has become commonplace. 

Shooting attire’s journey from field to fashion speaks to a broader cultural shift over the past century. In an age of fast fashion and fleeting trends, people are gravitating toward clothing with history, craftsmanship, and durability. These pieces with pedigrees tell stories of tradition and resilience, while their adaptability ensures they remain relevant across all walks of life, across fields or pavements alike.