The company was founded in 1885 by two shirtmakers, Reginald Turnbull and Ernest Asser, who set up a men’s clothing shop for the upper classes in Jermyn Street, London. In 1904, the brand’s quality became known worldwide when it received an order for Queen Alessandra’s riding raincoat. In the 1960s, the brand quickly gained recognition as the spark that ignited the ‘Peacock Revolution’, when the menswear industry, which had previously been dominated by monotone colours, began to brighten up the chest area of suits with stripes and dress shirts in bright colours. The brand was later popular among celebrities in the film industry, and James Bond wore the shirts in 007, establishing the name of the shirt brand worldwide.