Lonsdale London began as a boxing and clothing brand in 1960, but its origins go back to much earlier times. In 1891 the 5th Earl of Lonsdale, Hugh Lowther, (who was President of the National Sporting Club) organized the first boxing matches with gloves following the deaths of three boxers in bare knuckle fights.
In 1909 to further the popularity of boxing, Lord Lonsdale began to donate the elaborate ‘Lonsdale Belt’ to the professional boxer who won his British National Championship and successfully defended it twice. This initiated the tradition of a boxer only being regarded as a true champion if he had earned a Lonsdale Belt.
In 1929, Lord Lonsdale became the first President of the British Boxing Board of Control. He died in 1944.
In 1959, 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 in 1960 at 21 Beak St in Soho, London. The store became an instant success thanks to Lonsdale's glorious heritage in boxing and Hart’s expertise in designing quality equipment.
The iconic brand was born but few could have predicted at that stage the global phenomenon Lonsdale would become over the subsequent 50 years. Boxing champions such as Muhammad Ali, Henry Cooper, Sugar Ray Robinson and Brian London became devotees.
By the mid 60’s the Carnaby Street look had taken over the fashion world for young people. Lonsdale became ingrained into 1960s popular fashion due to its location near Carnaby Street and soon became a mecca for celebrities such as Paul McCartney, Gregory Peck, Anthony Quinn (Zorba the Greek) and Tony Curtis, as well as the boxing fraternity and general public.
In 1979 Paul Weller, lead singer of super-group The Jam, visited the shop. The sales staff were retired boxers who had no idea who this superstar was. Weller bought a large number of t-shirts then went on to do a massive tour in Japan and England. Sales boomed, introducing the Lonsdale brand to many new customers.
Lonsdale’s boxing tradition has never faded. Evander Holyfield, Marvin Haggler, Lennox Lewis, Mike Tyson and currently Ricky Hatton and Carl Froch are amongst the important World Champions who have trained and fought in Lonsdale. Celebrities continue to be seen in Lonsdale. In recent years, this includes Angelina Jolie, Oasis, Madonna, Kylie Minogue, Naomi Campbell, Paris Hilton and English football superstar Wayne Rooney.
Lonsdale’s international expansion accelerated in the 90’s with new markets in Europe and Australia. Lonsdale’s sporty looks, great fashion styling and quality soon became very popular. On the streets and in the gyms the distinctive Lonsdale logo and our powerful Lion started appearing widely.
Lonsdale has become a favourite brand for many sporting stars, including Rugby League’s Scott Prince, Willie Mason, Craig Gower, Nathan Hindmarsh, Matt Cooper and Craig Fitzgibbon.
Lonsdale celebrated its 50th anniversary in 2010 with a program of marketing activities and events to lift the brand to its highest point. Inspired by the famous Lonsdale belt and featuring the colours of the Great British Flag, the 50th anniversary logo collection captures the three values that Lonsdale has ingrained into its core - Boxing Heritage, British Culture & Iconic Style.
Firmly established as the leading brand of British fight sports equipment and clothing, Lonsdale is steeped in over 50 years of history and, like our ambassadors, Lonsdale products are worldclass, stylish and genuine.
The combination of Boxing Heritage with British Culture and an Iconic style makes Lonsdale a true champion both in and out of the ring.