Legends have been made in Barbour Jackets, and every bit of that history is embedded in the fabric. Wearing the jacket isn't just a style choice. It is a responsibility to honor and uphold the legacy of those that have worn it before you.
Plus, in terms of marketing, the Barbour brand was becoming so mainstream that it began to lose its grit. The jacket became mainstream because of its history, so, to keep it mainstream we wanted to show the younger generation that Barbour is a great jacket because of its history, not just because everyone at school has one.
Every Barbour jacket is full of history. To communicate this we put the history in the jacket with "DeepView". A feature that lets online shoppers zoom so deep into the fabric that they reach the history within it.