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.

Lord Lonsdale was known as the Yellow Earl, as this was his personal color. He had a distinctive yellow Rolls Royce which had a customized raised roof in the back carriage to accommodate his top hat and 194cm (6’ 4”) frame.

Lord Lonsdale was also the first President of the Automobile Association of U.K. and later, chairman of Arsenal football club. The yellow color of Arsenal’s usual away strip is a tribute to him. Known by some as “England’s Greatest Sporting Gentleman”, he was also the inspiration for the Lonsdale cigar size.

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. Lonsdale became an immediate success due to the heritage of the brand and Hart’s expertise in designing quality equipment.

Boxing champions such as Muhammad Ali, Henry Cooper, Sugar Ray Robinson and Brian London became devotees.
By the mid 60’s the Carnaby St look had taken over the fashion world for young people. The Lonsdale shop was just around the corner 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. Paul bought a large number of t-shirts then when on to do a massive tour in Japan and England. Sales boomed, introducing the Lonsdale brand to many new customers.

Our boxing tradition has never faded. Evander Holyfield, Marvin Haggler, Lennox Lewis, Mike Tyson and currently Ricky Hatton 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 favorite brand for many sporting stars, including Rugby Leagues’s Scott Prince, Willie Mason, Craig Gower, Nathan Hindmarsh, Matt Cooper and Craig Fitzgibbon.