The British brand is experiencing a cultural renaissance thanks to Gen Z embracing its heritage outerwear.

When <a href="https://www.lofficielusa.com/tags/alexa-chung">Alexa Chung</a> wore Barbour's <a href="https://www.barbour.com/us/womens/waxed-jackets">waxed jacket</a> as part of her <a href="http://www.starstyle.com/alexa-chung-glastonbury-festival-sp205862/">2015 Glastonbury look</a>, it became a moment. Nearly a decade later, the British brand's cozy piece is having a renaissance.&nbsp;Barbour, founded in 1894, is starting to win over Gen Z. 
Like other workwear brands that have evolved into fashion labels (<a href="https://www.businessinsider.com/carhartt-history-popularity-workwear-fashion-trend-2022-11">see Carhartt</a>), Barbour has transformed itself into something of a lifestyle brand, with the waxed jacket leading the way. It helps that celebrities like Chung, Dua Lipa, and Gemma Chan have been seeing wearing it, boosting it to must-have status. Chung even <a href="https://www.barbour.com/us/alexa-chung">launched another capsule collection</a> with Barbour for this fall, which has become an instant hit and laid an even stronger foundation for the brand&rsquo;s resurgence. 
"I don&rsquo;t think it&rsquo;s a case of swapping out old [Barbour X Alexa] pieces, but adding to a burgeoning collection,&rdquo; Chung <a href="https://www.vogue.co.uk/article/alexa-chung-barbour-autumn-2024">told </a><a href="https://www.vogue.co.uk/article/alexa-chung-barbour-autumn-2024">British Vogue</a> about the recent partnership. "All I want now is to wear a very masculine coat."
What else has helped spike its clout? The brand's collaborations with Ganni. The latest one launches October 30 and is the third installment with the Gen Z-loved brand. The newest pieces from the partnership combine Barbour&rsquo;s utilitarian vibe with Ganni's tendency for bold colors and patterns, bringing the best of both worlds to life in an edgy yet classic collection.
But what makes the waxed jacket Barbour's star product? Maybe it's the material; the jacket is made of waxed cotton that's built to weather the harshest elements, from wet climates to cold temperatures. The silhouette is trending in tandem with this season's breakout item: barn jackets. Maybe it's influencers, who have sparked its virality on social media, helping the garb reach a new generation and find its way into their closets. Barbour has mastered the art of heritage style with a modern twist, evident in its waxed jackets that start at $400 being today's new must-have item.
Keep scrolling for styling inspiration for Barbour's waxed jackets.&nbsp;

Photography: Courtesy of Barbour x Ganni.

The Rise of Barbour's Waxed Jacket

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