WOOLRICH, the oldest wool mill operator in America, is planning to open a boutique in Central London in a drive to establish its historic brand name as a street fashion label in the UK.

Woolrich, founded in 1830 by the Bradford-born entrepreneur John Rich, is best known for its red and black “Buffalo” hunting shirts and other gear for the great outdoors. The company, which supplied the Union Army with blankets and apparel in the American Civil War, has teamed up with the Italian fashion house WP Lavori to license the brand across Europe.

WP Lavori operates several Woolrich stores in Italy and one in Paris but the London venture, which is being planned by Roswell Brayton Jr, Woolrich’s chief executive, will mark the company’s first presence on the UK high street.

“My great-great-great-great-great-grandfather came from England and founded this company here in Pennsylvania so having a store in the UK will be very special,” Mr Brayton said.

Rick Insley, the head of Woolrich’s international division, recently hired Kevin Richards, the former head of sales for Timberland UK, to build Woolrich’s brand in Britain.

The London store is expected to be about 5,000 sq ft, half of which will be used for retail and half as a wholesale studio and sales office. Woolrich’s street fashion line focuses on outerwear such as trendy parkas, down jackets, ski wear and woollen hoodies and tops.

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