Barbour International Flagship launch

Dust PR London handled the launch of Barbour International's flagship store on London's Piccadilly, November 2013

What We Did

Working with a lean budget, Dust PR London devised a strategy that harnessed Barbour's authentic historical links with motorcycling

Inspired by a story in Men's File magazine we then undertook some detective work to track down 84 year old British ISDT Gold medalist, Johnny Giles, who wore Barbour when he road in the same minute as Steve McQueen in the 1964 race

Securing Johnny's attendance at the event provided a great talking point that drew in credible motorcycle bloggers, media and influencers and reinforced the long history Barbour has in the sport

Then, having secured Meantime Brewery and whiskey makers Belvanie as sponsors, we negotiated a highly competitive rate with The Vaccines, whom we'd previously seeded so had an existing connection with the brand, to DJ at the event

The hugely diverse guest list spanned VIPs Media and influencers from the custom scene e.g. The Vintagent and The Bike Shed team

Esquire, GQ, Brummel, Elle, Tatler, FT, Shortlist, Men's Health, Evening Standard, Men's File, In Style, Stylist, Man About Town, Drapers, Business of Fashion, Daily Telegraph were among the press attending

Business of Fashion, feature
Country and Townhouse, event coverage
Drapers, news story
Drapers, news story
Glass Magazine Online, news story
i by Independent, feature
Telegraph Magazine, news story
The Chic Geek, news story
Left : Lilah Parsons | Right : Jo Whiley, Jonny Giles and Dame Margaret Barbour
Left : Kate Edmonson | Right : The Vaccines
Paul Schulfor
Left : Henry Conway | Right : Olivia Hallinan and Alex Gregory
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